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

demand.jpgNew Zealand: 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.

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."

Credits - Executive Creative Director: Andy Fackrell. Creative Director: Steve Kane. Copywriter/Art Director: Jonathan McMahon, Simone Louis, Lisa Fedyszyn,
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 Credits - Creative Director: Aaron Goldring. Copywriter/Art Director: Matt Webster, Ben Barnes . Senior Interactive Designer: Sam Schrey . Digital Services Director: Paul Pritchard. Developer: Robbie Boyd, Simon Crocker, Jarrad Edwards . Producer: Paul Shannon

PR Credits - 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


James said:

Dont even have to view the idea, read the first paragraph of the press release and LOVE it. Simple and funny...beautiful tone of voice too. Put this one down for a few big awards.

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