3000 CEOs across OZ to receive ‘Daughter Water’ in new campaign for the WGEA via DDB Sydney

DDB Sydney has today launched the new “Equal Pay is in your hands” campaign for the Workplace Gender Equality Agency (WGEA) in which more than 3000 CEOs across the country will be sent a bottle of “Daughter Water”.

Developed by DDB Sydney, the creative campaign looks to raise awareness about gender pay gap within organisations and speak directly to Australian CEOs who have not yet undertaken an analysis, or are not currently taking action in this area.

VIEW THE CONTENT FILM

Leaders who have taken action on gender equality often talk about a light bulb moment that helped them see gender equality issues in a different light. For many, this moment involved having a daughter. (Indeed, international research backs it up, showing that when CEOs have a daughter, the pay gap shrinks in their organisation).

To raise awareness of the importance of looking at payroll data to ensure women and men are being paid fairly, DDB and the WGEA have created Daughter Water, a drink to help CEOs have daughters. DDB and the WGEA are sending bottles of Daughter Water to over 3,000 CEOs who told us they haven’t done a gender pay gap analysis.

DDB and the WGEA hope it’ll help them have their own light bulb moment, and make pay equity a priority.

Says Jen Speirs, DDB Sydney creative director: “We launched the campaign by asking the question: Can a drink close the pay gap? Weirdly, we believe it just might. Research shows that when a CEO has a baby daughter, the pay gap in their company shrinks. So let’s get more CEOs to have daughters. That’s where Daughter Water comes in. A drink “scientifically” designed to help CEOs conceive a girl.

“This may seem like a ridiculous product. But it’s no less ridiculous than having to wait for CEOs to have a baby girl before everyone’s given a fair go,” Speirs concluded.

A content film was created and a micro-site has been designed that also goes live today  – www.inyourhands.org.au The site offers transparency by publishing data to allow CEO’s, HR Directors and individuals see where their company is at on this journey.  The site can also send an email on behalf of the individual to their CEO – either praising their status, or asking them to act.

Says Yolanda Beattie, WGEA public affairs executive director: “DDB has done an exceptional job developing a thought provoking and disarming campaign that takes the message of pay equity directly to CEOs.  We are confident this campaign will provide the platform to start a national conversation on how gender bias impacts pay outcomes for women and ultimately change HR practices across Australian workplaces.”

Says Andrew Little, DDB Group Australia CEO: “We have been working closely with the WGEA on our ongoing diversity strategy and are proud to have had the opportunity to be involved in such an important initiative as Equal Pay is In Your Hands.

“In today’s landscape, many CEOs will be surprised a gender pay gap is still an issue – I certainly was. However with 73.7% having never undertaken an analysis, it is clear that many are unaware of their current standing. At DDB we have completed phase one of the analysis and are keen to continue to work closely with the WGEA as we continue to implement our comprehensive diversity strategy.”

WGEA:

Senior Account Director: Lisa Poisel