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The Gender Salary Experiment

basics
Industry: Public interest & Non-profit
Media:Promotion & Event
Market:Germany
Style: Minimalism
descriptioncnen
Synopsis
Much higher than the EU average, the gender pay gap is at a staggering 21% in Germany. Although employers claim that the gap lies in the candidates’ different CVs or personality, the main factor is actually gender. TERRE DES FEMMES wanted to show this and pressure employers to reform their sexist views. So they pulled the ultimate stunt: The Gender Salary Experiment.
Strategy
Although present worldwide, the gender pay gap is above average in Germany. According to the Federal Statistical Office, it is at a shocking 21%, whereas the EU average is 16%. To prove once and for all that the reason is not skills, experience or even personality, we levelled the playing field and made sure that the only differentiating factor between two candidates is gender. The experiment targeted employers and professional women in Germany and worldwide, German activists and policy makers, but also people in leadership positions in Germany, Silicon Valley, Washington DC and in multi-national companies, urging them to reform their sexist views and offer women the same pay as their male counterparts.
Relevancy
TERRE DES FEMMES is a German non-profit organisation committed to ensuring equal rights for women. Although equal pay should be their right, women are often paid less than men for the same job. Employers claim that it’s their skills and personality that earn them a lower salary. TERRE DES FEMMES successfully disproved this claim through The Gender Salary Experiment. In a targeted social media campaign, the experiment reached people in leadership positions not only in Germany, but also in Silicon Valley, Washington DC and in multi-national companies, urging employers to reform their sexist views.
Outcome
Journalists quickly picked up the experiment’s shocking results and brought it to the attention of experts, who were excited to get the gender pay gap conversation started. TERRE DES FEMMES saw a 53% increase in media requests (over 50 proactive requests by journalists and media outlets ranging from TV to radio, print and online publications) for comments, interviews and the likes compared to previous campaigns. Online too, the film generated a heated discussion amongst viewers, all eager to share their opinion. With a retention rate of 71%, the film had a reach of 3.1 million on social media alone and almost 1 million user interactions.
Execution
On February 22nd, 2018, The Gender Salary Experiment was published in an online film which ran on all of TERRE DES FEMMES’ social media channels – Facebook, Instagram, YouTube – as well as on a microsite created especially for the project. Additionally, the film was individually placed with journalists, national and international influencers, feminist activists and celebrities to further spread the message. The experiment was quickly reported by the national and international media, resulting in a media reach of 172 million and 2.6 million euros in earned media in the first 5 days.
CampaignDescription
Three transgender people went to a job interview twice: once as a man and once as a woman. The “two” candidates clearly have the same skills and experience. The job interviews were filmed with hidden cameras and made public via an online film, which proved that women are treated differently than men – especially when it comes to their salary. The film was posted on all of TERRE DES FEMMES’ social media channels – YouTube, Facebook, Instagram – but also on a microsite created especially for the project. Besides the film, the microsite provided more information about the gender pay gap, negotiation tips for a better salary, as well as TERRE DES FEMMES’ agenda on fighting the gender pay gap.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Sectors > Not-for-profit / Charity
Clio Awards 2018
Silver Public Relations
Corporate Image
The One Show 2018
Bronze Pencil Cultural Driver
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