Ywca Case study DEMAND EQUAL PAY by DDB Auckland

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DEMAND EQUAL PAY

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Industry Charities, Foundations, Volunteers
Media Case study
Market New Zealand
Agency DDB Auckland
Executive Creative Director Andy Fackrell
Creative Director Aaron Goldring, Steve Kane
Released May 2013

Awards

Cannes Lions 2013
PR Lions Sectors & Services; Charity and Not for Profit Bronze
Direct Lions Strategy; Best Low Budget Campaign Bronze

Credits & Description

Type of entry: Strategy
Category: Best Low Budget Campaign
Advertiser: YWCA AUCKLAND
Product/Service: CHARITY
Agency: DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Executive Creative Director: Andy Fackrell (DDB Group New Zealand)
Creative Director: Steve Kane (DDB Group New Zealand)
Copywriter/Art Director: Jonathan McMahon (DDB Group New Zealand)
Copywriter/Art Director: Lisa Fedyszyn (DDB Group New Zealand)
Copywriter/Art Director: Toby Morris (DDB Group New Zealand)
Copywriter/Art Director: Simone Louis (DDB Group New Zealand)
Agency Producer: Jane Mill (DDB Group New Zealand)
Account Director: Jenny Travers (DDB Group New Zealand)
Print Producer: Andy Robilliard (DDB Group New Zealand)
Print Designer: Amanda Summersby (DDB Group New Zealand)
Creative Director: Aaron Goldring (DDB Group New Zealand / RAPP Tribal)
Copywriter/Art Director: Matt Webster (DDB Group New Zealand / RAPP Tribal)
Art Director/Copywriter: Ben Barnes (DDB Group New Zealand / RAPP Tribal)
Senior Interactive Designer: Sam Schrey (DDB Group New Zealand / RAPP Tribal)
Digital Services Director: Paul Pritchard (DDB Group New Zealand / RAPP Tribal)
Developer: Robbie Boyd (DDB Group New Zealand / RAPP Tribal)
Developer: Jarrad Edwards (DDB Group New Zealand / RAPP Tribal)
Group Account Director: Bob Glancy (Mango)
Account Director: Sean Brown (Mango)
Account Manager: Rebecca Rassie (Mango)
Describe the brief from the client
On average, women in New Zealand are paid 10% less, for doing the same job as men. To even out this inequality, and put a stop to this blatant sexism, YWCA Auckland decided that men should be charged 10% more than women.
This was to highlight the absurdity of two genders being treated differently when it comes to money, as well as to cause debate, and encourage New Zealanders to visit www.demandequalpay.org.nz to show their support for the Pay Equality Bill.

Creative Execution

Worldwide, YWCA’s mantra is ‘Empowering Women’, so it makes sense that they would be champions of the pay equality cause. And because women in New Zealand are paid 10% percent less than men, we decided that men should pay 10% more. In everything we did we showed the imbalance and just how this 10% affected everyone. We fought absurdity with absurdity, created a conversation, and drove all who came in contact with the campaign online to support the Pay Equality Bill.


Creative Solution to the Brief/Objective.

Men needed to be subjected to the discrimination that women face daily to truly appreciate the gravitas of the situation.
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. At every touch point we highlighted the imbalance and showed just how this 10% difference affected us all.
And most importantly we drove people online to support the Pay Equality Bill.


Results

The Direct campaign was hugely successful, achieving all its objectives. In launch month, visitors to the site increased by 9,000%, and donations increased by 22% on the previous month. And it was the most debated topic in the NZ Herald in November.
Our total spend was $80,000.
The campaign sparked debate in both national and international media, earning coverage valued at over $1.4m (broadcast TV, news, radio, press, editorial, PR, social media). It had a phenomenal 1,750% return on investment ($17.50 for every $1 spent).

Most importantly, we gathered the signatures we required to support the Pay Equality Bill. Which has now been put forward to Parliament to become an Act.