International Transport Workers' Federation

Challenge
The ITF represents over 20 million workers from a vast range of transport sectors — from civil aviation to railways, urban transport to fisheries. The challenge was to unite this highly diverse global membership under one powerful message: “building workers’ power.” They needed to inspire collective identity, support global campaigns, and raise awareness among the public, governments, and employers — all while navigating linguistic, cultural, and political complexity.

Approach
Our approach was built on empathy, versatility, and collaboration. For the 2018 Congress, we created a flagship multimedia content suite including VR experiences, short documentaries, and animated explainers in eight languages. This laid the foundation for years of storytelling work across ITF’s advocacy, campaigning, and strategic communications, from urgent reactive content to deep-dive case studies. By embedding real worker voices in every film, and connecting personal experience to systemic trends, we continue to deliver content that fosters solidarity and drives action.

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These films have become a powerful tool in ITF’s global advocacy, used to rally affiliates, support collective bargaining, and influence policy at the highest levels, including the UN, ILO and WEF. They’ve helped pass landmark motions at ITF Congresses, energised campaign efforts like “Sound the Siren,” and strengthened global visibility of transport worker struggles.

Crucially, they’ve built bridges. From a VR cinema in Singapore to a protest march in Dover, these stories brought together workers from every sector and continent. By highlighting shared challenges and celebrating everyday resistance, they helped shape a common identity — and reassert the human stories behind the headlines.