Title | COFFEE CART |
Brand | YWCA AUCKLAND |
Product / Service | CHARITY |
Category | A03. Best Use of Live Events and/or Celebrity Endorsement |
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 |
PR Agency | MANGO Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Rebecca Rassie | Mango | Account Manager |
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 | Senior Interactive Designer |
Amanda Sumersby | Ddb Group New Zealand | Print Designer |
Andy Robilliard | Ddb Group New Zealand | Print Producer |
Jenny Travers | Ddb Group New Zealand | Account Director |
Jane Mill | Ddb Group New Zealand | Agency Producer |
Lisa Fedyszyn | Ddb Group New Zealand | Copywriter/Art Director |
Jonathan Mcmahon | Ddb Group New Zealand | Art Director/Copywriter |
Steve Kane | Ddb Group New Zealand | Creative Director |
Ben Barnes | Ddb Group New Zealand | Art Director/Copywriter |
Matt Webster | Ddb Group New Zealand | Copywriter/Art Director |
Aaron Goldring | Ddb Group New Zealand | Creative Director |
Toby Morris | Ddb Group New Zealand | Art Director/Copywriter |
Simone Louis | Ddb Group New Zealand | Copywriter/Art 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 promote equality, and put a stop to this blatant sexism, YWCA Auckland decided that men should be charged 10% more than women. As the aim of the campaign was to highlight the absurdity of two genders being treated differently when it comes to money, we had to utilize PR to get the exposure and debate that we needed to get people thinking, including decision makers at government Our ultimate goal was to encourage New Zealanders to visit www.demandequalpay.org.nz to show their support for the Pay Equality Bill.
One main goal of the campaign was to raise awareness of a silent issue that needed to be brought out into the open. It has been this way in New Zealand for decades, so we needed to create something disruptive and get people talking. Another goal was to drive people to our website to show their support for the Pay Equality Bill so that it could go into Parliament. We targeted males with our 10% tax to get both sexes talking about equality and fairness. Our target audience was both male and females. We targeted males with our 10% tax to get both sexes talking about equality and fairness.
The event not only raised awareness of the issue, but it received national and international awareness earning media coverage valued at over $800,000 (broadcast TV, news, radio, press, editorial, PR, social media). It had a phenomenal return on investment earning $200 for every $1 spent. The coffee cart event was retweeted by former New Zealand Prime Minister, and current United Nations Administrator, Helen Clark and other key media figures. The event was also covered on women’s interest site, Jezebel as well as mainstream media like The Huffington Post. Launch month of the campaign saw visitors to the site increase by 9,000%, and donations increased by 22% compared to the previous month. But, most importantly, we gathered the support we required from both men and women in support of the Pay Equality Bill. Which has now been put forward to Parliament to become an act.
The launch day was planned to fall on the 329th day of the year. As women earn 10% less than men, we used this date to highlight that women would effectively stop earning for the last 10% of the year. Our coffee cart launched on this day in front of Parliament. We invited local media in Wellington to cover the coffee cart event.
Men needed to be subjected to the discrimination that women face daily to truly appreciate the gravitas of the situation. To do this, we created a coffee cart outside Parliament, where men were charged 10% more than women for their coffee. By charging men 10% more in the real world, as well as letting women know just how this 10% they weren’t earning affected them, we created controversy to get politicians, media and the general public talking and awaken this sleeping giant of an issue that has plagued women in NZ for decades.
As the launch event for our greater campaign, we needed to ensure cut-through and create disruption. So we targeted the people who could really make a difference; Politicians. By setting up our coffee cart in such a high profile position outside Parliament, and inviting local media along, we ensured debate between Politicans, media and the public. The debate launched our wider campaign and sparked discussion Nationwide and Internationally in publications such as The Huffington Post.