Title | DEMAND EQUAL PAY |
Brand | YWCA AUCKLAND |
Product / Service | CHARITY |
Entrant | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Entrant Company | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Advertising Agency | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Sean Brown | Mango | Account Director |
Bob Glancy | Mango | Group Account Director |
Jarrad Edwards | Ddb Group New Zealand | Developer |
Robbie Boyd | Ddb Group New Zealand | Developer |
Paul Pritchard | Ddb Group New Zealand | Digital Services Director |
Sam Schrey | Ddb Group New Zealand | Interactive Designer |
Amanda Summersby | Ddb Group New Zealand | Print Designer |
Andy Robilliard | Ddb Group New Zealand | Print Producer |
Jonathan Mcmahon | Ddb Group New Zealand | Copywriter/Art Director |
Lisa Fedyszyn | Ddb Group New Zealand | Art Director/Copywriter |
Judy Thompson | Ddb Group New Zealand | Executive Agency Producer |
Jane Mill | Ddb Group New Zealand | Agency Producer |
Jamie Barrett | Ddb Group New Zealand | Planner |
Jenny Travers | Ddb Group New Zealand | Account Director |
Ben Barnes | Ddb Group New Zealand | Art Director/Copywriter |
Matt Webster | Ddb Group New Zealand | Copywriter/Art Director |
Toby Morris | Ddb Group New Zealand | Art Director/Copywriter |
Simone Louis | Ddb Group New Zealand | Copywriter/Art Director |
Aaron Goldring | Ddb Group New Zealand | Creative Director |
Andy Fackrell | Ddb Group New Zealand | Executive Creative Director |
On average, women in New Zealand are paid 10% less, for doing the same job as men. To demonstrate the absurdity of two genders being treated differently when it comes to money, we decided that men should be charged 10% more than women. We got the message out to the New Zealand public across several different mediums, causing as much debate as possible. Each part of our campaign encouraged New Zealanders to visit the YWCA site, www.demandequalpay.org.nz to show their support for the Pay Equality Bill, which we hoped would be accepted in Parliament.
The campaign was hugely successful for both agency and client. It raised awareness of the gender pay issue and received national and international awareness earning media coverage valued at over $1.4 million. Our clients were invited to speak on local news and radio shows about the issue, so were able to talk more about what the YWCA does for women in our country. With a relatively small investment from the client, we were able to generate an amazing amount of publicity, with a phenomenal 1,750% return on investment ($17.50 for every $1 spent). Launch month saw visitors to the YWCA website increase by 9,000% and donations increased by 22% compared to the previous month. Most importantly, we received all the signatures we needed and the Bill has now been put forward to Parliament in the hope of becoming an Act.
We launched our campaign with the coffee cart that charged men 10% more, out the front of Parliament House, which received attention both nationally and internationally on sites such as the Huffington Post and Jezebel. We then launched our TV, spreading the message wide, and getting attention from the media and pubic. We strategically launched our print campaign on the day that marks the last 10% of the year; When women effectively stop earning, unlike their male colleagues. An email was sent out the next Thursday, with 10% left of the working week, with the same message that women work for 10% less pay than men, so it’s as if they’re working Friday for free. Each point of contact urged people to visit our site www.demandequalpay.org.nz, where the site was designed to look just as unbalanced as the gender pay gap. With each signature added, the site evened out.