Ywca: Coffee Cart

Credits & Description:

Client YWCA AUCKLAND
Product CHARITY
Entrant DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Type of Entry Media: Use of Media
Category Best Use of Special Events And Stunt/Live Advertising
Title COFFEE CART
Product/Service CHARITY
Entrant Company : DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Advertising Agency : DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Media Agency : OMD Auckland, NEW ZEALAND
Sam Schrey Ddb Group New Zealand Senior Interactive Designer
Amanda Summersby Ddb Group New Zealand Print Designer
Andy Robilliard Ddb Group New Zealand Print Producer
Steve Kane Ddb Group New Zealand Creative Director
Jenny Travers Ddb Group New Zealand Account Director
Jane Mill Ddb Group New Zealand Agency Producer
Ben Barnes Ddb Group New Zealand Art Director/Copywriter
Matt Webster Ddb Group New Zealand Copywriter/Art Director
Aaron Goldring Ddb Group New Zealand Creative Director
Toby Morris Ddb Group New Zealand Art Director/Copywriter
Simone Louis Ddb Group New Zealand Copywriter/Art Director
Lisa Fedyszyn Ddb Group New Zealand Art Director/Copywriter
Jonathan Mcmahon Ddb Group New Zealand Copywriter/Art Director
Andy Fackrell Ddb Group New Zealand Executive Creative Director
Rebecca Rassie Mango Account Manager
Sean Brown Mango Account Director
Bob Glancy Mango Group Account Director
Paul Pritchard Ddb Group New Zealand Digital Services Director
RESULTS AND EFFECTIVENESS:
The campaign was hugely successful. It raised awareness of the gender pay issue, received national & international awareness earning media coverage valued at over $1.4 million and our clients were invited to speak on local news and radio shows about the issue. With a small investment from the client, we generated an amazing amount of publicity, with a phenomenal 1,750% return on investment ($17.50 for every $1 spent). Launch month saw visitors to the website increase by 9,000% & donations increased by 22% compared to the previous month. Most importantly, we received all the signatures we needed and the Bill has now been put forward to Parliament in the hope of becoming an Act.
CREATIVE EXECUTION:
We launched our campaign with the coffee cart that charged men 10% more, out the front of Parliament House, which received attention both nationally and internationally on sites such as the Huffington Post and Jezebel. We then launched our TV, spreading the message wide, and getting attention from the media and pubic. We strategically launched our print campaign on the day that marks the last 10% of the year; When women effectively stop earning, unlike their male colleagues. An email was sent out the next Thursday, with 10% left of the working week, with the same message that women work for 10% less pay than men, so it’s as if they’re working Friday for free. Each point of contact urged people to visit our site www.demandequalpay.org.nz, where the site was designed to look just as unbalanced as the gender pay gap. With each signature added, the site evened out.
INSIGHTS, STRATEGY AND THE IDEA:
On average, women in New Zealand are paid 10% less, for doing the same job as men. To demonstrate the absurdity of two genders being treated differently when it comes to money, we decided that men should be charged 10% more than women. We got the message out to the New Zealand public across several different mediums, causing as much debate as possible. Each part of our campaign encouraged New Zealanders to visit the YWCA site, www.demandequalpay.org.nz to show their support for the Pay Equality Bill, which we hoped would be accepted in Parliament.