Ywca DM DEMAND EQUAL PAY by Tribal Worldwide Auckland

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DEMAND EQUAL PAY

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market New Zealand
Agency Tribal Worldwide Auckland
Executive Creative Director Andy Fackrell
Creative Director Aaron Goldring, Steve Kane
Art Director Ben Barnes, Toby Morris, Lisa Fedszyn
Copywriter Simone Louis, Matt Webster, Jonathan Mcmahon
Producer Paul Shannon
Released December 2012

Credits & Description

Advertiser: YWCA AUCKLAND
Agency: DDB GROUP RAPP TRIBAL NEW ZEALAND
Category: Websites, Microsites & Banners
Advertising campaign: DEMAND EQUAL PAY
Creative Director: Aaron Goldring (Rapp Tribal)
Art Director: Ben Barnes (Rapp Tribal)
Senior Developer: Jarrad Edwards (Rapp Tribal)
Art Director: Lisa Fedszyn (DDB Group NZ)
Producer: Paul Shannon (Rapp Tribal)
Account Director: Jenny Travers (DDB Group NZ)
Senior Designer: Sam Schrey (Rapp Tribal)
Art Director: Toby Morris (DDB Group NZ)
Copywriter: Matt Webster (Rapp Tribal)
Executive Creative Director: Andy Fackrell (DDB Group NZ)
Copywriter: Jonathan McMahon (DDB Group NZ)
Digital Services Director: Paul Pritchard (Rapp Tribal)
Developer: Robbie Boyd (Rapp Tribal)
Creative Director: Steve Kane (DDB Group NZ)
Executive Producer: Trevor Reid (Rapp Tribal)
Developer: Simon Crocker (Rapp Tribal)
Copywriter: Simone Louis (DDB Group NZ)

Execution
We needed to bring our message into the heart of the workplace. Email enabled us to penetrate an environment that would otherwise have been very difficult to reach.To support the Pay Equality Bill we needed signatures. Traditionally this would be done in person out on the street, a time consuming task with mixed results. By giving New Zealanders the chance to add their name online, we made it much easier for people to show their support and strengthen the case for pay equality.

Outcome
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 YWCAThousands of signatures were gathered online from both men and women to support the Pay Equality BillDonations increased by 22% compared to the previous monthOur activity was the most effective awareness campaign in the history of Auckland YWCAMost importantly, Labour MP Sue Bradford is now putting the Pay Equality Bill to parliament.

Client Brief Or Objective
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.

Implementation
We demonstrated the 10% difference in pay with a timed email that arrived at 1pm during the week. Women earning 10% less 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.Our site reflected the disparity in its very design, being divided down the middle into male and female sides. After the opening message, the entire right half of the page drops down, offsetting women to a lower position. For every signature we received the site began to rebalance, lifting women higher.