If you’re wondering why Wal-Mart is advertising about how well it treats its worker bees, it may be because demonstrators have launched an ambitious campaign to draw attention to the retail giant’s exploitation and alleged abuse of employees.

Police arrested 54 people Thursday, after protesters blocked the street next to a Wal-Mart in Los Angeles’ Chinatown.

Wal-Mart took in a record $17 billion in profit in 2012, but the group OUR Walmart says the company pays the vast majority of its workers less than $25,000 a year.