Public service workers are the team that shows up during the World Cup and beyond, in new UNISON campaign

Nurses, a security officer, teaching assistant and street cleaner feature in a World Cup-themed video to emphasise the importance of public services, launched by UNISON today (Wednesday).

The 80-second film highlights how staff providing services to communities are at the top of their game, drawing a parallel with the teamwork needed in football.

Launching at the union’s annual conference in Brighton, it marks the start of a campaign highlighting the contribution of public sector workers who, despite challenges and setbacks, continue to show up for the public.

The film shows a nurse motivating colleagues for the day ahead, a security officer preparing for his shift and a teaching assistant getting a classroom ready, as well as cheering on her pupils’ achievements.

It also features a street cleaner discussing his strategy in the style of a post-match interview. All played by actors, the idea is to bring attention to them as the team that "shows up" for the public every day, not just for the big matches, says UNISON.

The campaign calls for greater recognition of the vital role public sector workers play, alongside better government investment to ensure the services they provide are properly funded and able to meet growing demand.

UNISON vice president and nurse James Anthony said: “Public service workers are too often taken for granted, despite the vital role they play in keeping our communities safe, healthy and well supported every day.

“This tongue-in-cheek video celebrates the resilience, skill and dedication of the people who show up for the public day in, day out.

“It also underlines the need to recognise and value those workers properly. They deserve fair pay, decent staffing levels and sustained investment in the services they provide, so they can continue delivering the support millions rely upon.”

Notes to editors:
– The football film is available here.
– We Show Up is a UNISON campaign launched as a result of a decision by members and activists at the union’s annual conference in 2025. The year-long campaign aims to recognise the contribution of public service workers, celebrate the value of their roles and calls for greater investment in public services.
– UNISON is the UK’s largest union, with more than 1.3 million members providing public services in education, local government, the NHS, police service and energy. They are employed in the public, voluntary and private sectors.

Media contacts:
Fatima Ayad M: 07508 080383 E: [email protected]
Anthony Barnes M: 07834 864794 E: [email protected]