YWCA Auckland launches new 'Demand Equal Pay' integrated campaign via DDB New Zealand

Monday 10, December 2012 at 4:51 PM by CB

UPDATED TO INCLUDE PRINT ADS.

YWCA has launched its new 'Demand Equal Pay' campaign and TV spot via DDB New Zealand.

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.

VIEW THE SPOT
VIEW THE PEANUTS AD
VIEW THE VENUS AD
VIEW THE WORK FOR FREE AD

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.

The campaign hopes to collect an even 10,000 signatures from men and 10,000 from women, in support of introducing the Pay Equality Bill into Parliament.

Says Monica Briggs, CEO of YWCA Auckland: "It is the belief of the YWCA Auckland that by raising public awareness around this issue and giving some education around the facts, that people will debate the issue and just as importantly, pledge their support at demandequalpay.org.nz - so that government can be

urged to adopt the Pay Equality Bill, drafted by Dr Judy McGregor, the out-going Equal Employment Opportunities Commissioner. This Bill would give transparency and openness to gender pay issues within workplaces, something which is not possible under current legislation.

"The YWCA Auckland aims to empower young women both socially and economically - this campaign fits very neatly around empowering young women to be economically independent."

Agency - DDB Group New Zealand
Executive Creative Director: Andy Fackrell
Creative Director: Steve Kane
Copywriter/art director: Jonathan McMahon
Art

Director/copywriter: Lisa Fedyszyn
Copywriter/art director: Simone Louis
Art Director/copywriter: Toby Morris
Agency Producer: Jane Mill
Account Director: Jenny Travers
Account Executive Amy Pollock
Planner: Jamie Barrett

Production Company: Thick as Thieves
Director: Zoe McIntosh
Producer: Claire Kelly
Executive Producer: Nik Beachman
DOP: Andrew McGeorge
Editor: Steve Gulik
Grade: @ Toybox
Sound Production Co: Factory studios
Audio Engineer: Clive Broughton

Print Producer: Andy Robilliard
Print Designer: Amanda Summersby

Online:
Creative Director: Aaron Goldring
Copywriter /Art Director: Matt Webster
Art Director/Copywriter: Ben Barnes
Senior Interactive Designer: Sam Schrey
Digital Services Director: Paul Pritchard
Developer: Robbie Boyd
Developer: Simon Crocker
Developer: Jarrad Edwards
Producer: Paul Shannon

PR:
Group Account Director: Bob Glancy
Account Director: Sean Brown
Account Manager: Rebecca Rassie

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