WeRoad launches new campaign to combat wasted annual leave

It comes as survey finds 25% of respondents can't carry over holiday days

In 2022 and 2023, less than 40% of the UK workforce took all of their annual leave allowance.  

In a recent survey, WeRoad found that a significant portion of workers are unclear about their company's policies regarding unused vacation days, potentially leading to lost holiday time and increased workplace stress.

The key findings revealed that half of those surveyed (50%) reported that they could carry over only some of their unused days.

While more than a quarter (26%) said their unused annual leave would expire completely.

In response to these findings, WeRoad has launched 'Holiday Reaper', a humorous yet thought-provoking campaign that sheds light on the alarming reality of lost annual leave. 

As it’s the time of year where HR departments around the country are preparing for their annual 'use it or lose it' email to remind their people to take their remaining holiday allocation, independent creative agency DUDE London created a campaign that takes on the guise of a horror film trailer. 

‘Holiday Reaper’ features a monstrous entity that thrives on unclaimed leave. The protagonist, Sophie, faces the terrifying consequences of neglecting her annual leave, including endless work hours and the monotony of office life.

WeRoad aims to remind workers of the importance of using their vacation days and positions themselves as the essential getaway needed before it's too late. 

Justyna Chlopecka, marketing manager of WeRoad UK, said: "We wanted to tap into that deliciously retro 80s horror vibe for this campaign. 

"You know those classic slasher films where teenagers make questionable decisions? Well, not using your holiday allowance is basically the workplace equivalent! Our 'Holiday Reaper' campaign channels the classic 80’s horror movie, but instead of running from a masked killer, our protagonist is running from the scariest thing of all – watching their annual leave vanish into the void. 

"It's a tongue-in-cheek way to remind people that letting your holidays slip away is scarier than any 80s horror movie monster.”

Tomás Gianelli O’Ryan, creative director of DUDE London, added: “When we discovered how many annual leave days were going unused each year, we were truly horrified. 

"So, we asked ourselves: what would happen if we made this fact even more horrifying? Based on a true story (not from DUDE London, of course), this campaign taps into that familiar year-end email from HR asking us to “use it or lose it”. 

"We hope The Holiday Reaper scares people enough to go OOO before it’s too late.”

The campaign also features wild posters in sites around London and Manchester.