Ywca Digital Demand Equal Pay by DDB Auckland

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Demand Equal Pay

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile
Market New Zealand
Agency DDB Auckland
Executive Creative Director Andy Fackrell
Creative Director Aaron Goldring, Steve Kane
Producer Paul Shannon
Released December 2012

Credits & Description

Women in New Zealand are paid 10% less, for doing the same job as men. To even out this inequality the YWCA Auckland decided men should be charged 10% more. Through TV, print, online, and experiential, this campaign highlights how absurd it is for the two genders to be treated differently when it comes to money.

As a result, all outrage is directed to demandequalpay.org.nz Once opened, the website soon becomes unbalanced, just like the gender pay gap in New Zealand. And the only way to even it back up is by signing up with your support.

We are hoping to collect an even 10,000 signatures from men and 10,000 from women, in support of introducing the Pay Equality Bill into Parliament.

Category: Public interest
URL: http://demandequalpay.org.nz
Client: YWCA
Agency: DDB Group New Zealand
Country: New Zealand
Art Director / Copywriter: Lisa Fedyszyn
Art Director / Copywriter: Toby Morris
Executive Creative Director: Andy Fackrell
Creative Director: Steve Kane
Creative Director: Aaron Goldring
Art Director / Copywriter: Ben Barnes
Producer: Paul Shannon
Copywriter / Art Director: Simone Louis
Copywriter / Art Director: Matt Webster
Copywriter / Art Director: Jonathan McMahon
Account Director: Jenny Travers
Planner: Jamie Barrett
Senior Interactive Designer - Sam Schrey
Account Executive - Amy Pollock
Digital Services Director - Paul Pritchard
Developer - Robbie Boyd
Developer - Simon Crocker
Developer - Jarrad Edwards

Monica Briggs - CEO, YWCA Auckland
Shelley Geenty - Marketing & Communications Manager, YWCA Auckland
Kate Sutton - President, YWCA Auckland