Title | DEMAND EQUAL PAY |
Brand | YWCA AUCKLAND |
Product / Service | CHARITY |
Category | A07. Best Use of Digital Media |
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 |
Media Agency | OMD Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Steve Kane | Ddb Group New Zealand | Creative Director |
Jamie Barrett | Ddb Group New Zealand | Planner |
Paul Pritchard | Ddb Group New Zealand | Digital Services Director |
Simon Crocker | Ddb Group New Zealand | Developer |
Jarrad Edwards | Ddb Group New Zealand | Senior Developer |
Robbie Boyd | Ddb Group New Zealand | Developer |
Sam Schrey | Ddb Group New Zealand | Senior Interactive Designer |
Paul Shannon | Ddb Group New Zealand | Producer |
Trevor Reid | Ddb Group New Zealand | Executive Producer |
Jenny Travers | Ddb Group New Zealand | Account Director |
Toby Morris | Ddb Group New Zealand | Art Director/Copywriter |
Simone Louis | Ddb Group New Zealand | Copywriter/Art Director |
Ben Barnes | Ddb Group New Zealand | Art Director |
Matt Webster | Ddb Group New Zealand | Copywriter |
Lisa Fedyszyn | Ddb Group New Zealand | Art Director/Copywriter |
Jonathan Mcmahon | Ddb Group New Zealand | Copywriter/Art Director |
Aaron Goldring | Ddb Group New Zealand | Creative Director |
Andy Fackrell | Ddb Group New Zealand | Executive Creative Director |
The debate received national and international media coverage, on TV news, radio and online. We achieved the following: Highest email open rate ever for the YWCA Thousands of signatures were gathered online from both men and women to support the Pay Equality Bill Donations increased by 22% compared to the previous month Our activity was the most effective awareness campaign in the history of Auckland YWCA Most importantly, Labour MP Sue Bradford is now putting the Pay Equality Bill to parliament.
We used eDM, banners and a microsite to highlight the absurd inequality taking place and encourage people to act. Separate timed emails to men and women arrived in inboxes at 1pm during the week. Women earning 10% less than men effectively worked half a day for free every week, so the email told them that for the rest of the day, they’d be working unpaid. Men learnt that their wives, mums, sisters and daughters faced the same battle. Both emails invited people to sign our petition at demandequalpay.org.nz Graphic, hard hitting banners featured on NZs largest news site brought the issue to the surface and sparked controversial debate about gender inequality. The banners directed viewers to our site demandequalpay.org.nz that reflected the disparity in its very design by being divided into two gender based halves. For every signature we received the site began to rebalance, lifting the female side higher.
Pay should be equal, but in New Zealand women earn 10% less. So with our campaign, we set out to raise awareness of this problem, and give people the chance to address it by registering their support for the Pay Equality Bill. We wanted to reach as many New Zealanders as we could and show them they had the power to take action against inequality.