YWCA - #DEMANDEQUALPAY

Pay should be equal, but in New Zealand women earn 10% less. We created an online campaign to support TV and press that used eDM, banners and a microsite to highlight how unbalanced the 10% pay gap is in New Zealand. Every touch point led you to www.demandequalpay.org.nz where you could donate money (men 10% extra of course) and more importantly sign up to support the Pay Equality Bill.

The website reflected the disparity in its very design. The page is divided down the middle, with male signatures on the left, and female signature on the right. After the opening message, the entire right half of the page drops down, offsetting to a lower position. All of the content, logos and even the video player were split to amplify our message of discrimination. For every signature we received the site began to rebalance, lifting the female side higher. As we gathered support, the equality gap on the site closed. When we asked people to donate to the cause on the site, we encouraged male donors to give an extra 10%.

YWCA - #DEMANDEQUALPAY

Pay should be equal, but in New Zealand women earn 10% less. We created an online campaign to support TV and press that used eDM, banners and a microsite to highlight how unbalanced the 10% pay gap is in New Zealand. Every touch point led you to www.demandequalpay.org.nz where you could donate money (men 10% extra of course) and more importantly sign up to support the Pay Equality Bill.

The website reflected the disparity in its very design. The page is divided down the middle, with male signatures on the left, and female signature on the right. After the opening message, the entire right half of the page drops down, offsetting to a lower position. All of the content, logos and even the video player were split to amplify our message of discrimination. For every signature we received the site began to rebalance, lifting the female side higher. As we gathered support, the equality gap on the site closed. When we asked people to donate to the cause on the site, we encouraged male donors to give an extra 10%.

Cannes Lions
1 x Silver
2 x Bronze
4 x shortlist

Clio Awards
1 x Bronze

D&AD
In book
- integrated campaign

Cannes Lions
1 x Silver
2 x Bronze
4 x shortlist

Clio Awards
1 x Bronze

D&AD
In book
- integrated campaign

Webby Awards
Winner - Social responsibility
One Nominee
One Honoree

Axis awards (NZ)
11 x Finalist

London International Awards
1 x Silver
1 x Bronze
1 x Shortlist

Webby Awards
Winner - Social responsibility
One Nominee
One Honoree

Axis awards (NZ)
11 x Finalist

London International Awards
1 x Silver
1 x Bronze
1 x Shortlist

Spikes Asia
2 x Gold
1 x Silver
5 x Bronze
5 x Shortlist

Spikes Asia
2 x Gold
1 x Silver
5 x Bronze
5 x Shortlist