Ywca: PEANUTS

Credits & Description:

Advertiser: YWCA AUCKLAND
Agency: DDB GROUP NEW ZEALAND
Category: Bars, Restaurants & Stores, etc.
Account Executive: Amy Pollock (DDB Group New Zealand)
Print Producer: Andy Robilliard (DDB Group New Zealand)
Print Designer: Amanda Summersby (DDB Group New Zealand)
Executive Creative Director: Andy Fackrell (DDB Group New Zealand)
Copywriter/Art Director: Lisa Fedyszyn (DDB Group New Zealand)
Copywriter/Art Director: Toby Morris (DDB Group New Zealand)
Copywriter/Art Director: Simone Louis (DDB Group New Zealand)
Creative Director: Steve Kane (DDB Group New Zealand)
Account Director: Jenny Travers (DDB Group New Zealand)
Planner: Jamie Barrett (DDB Group New Zealand)
Copywriter/Art Director: Jonathan McMahon (DDB Group New Zealand)

Client Brief Or Objective
On average, women in New Zealand are paid 10% less, for doing the same job as men. YWCA Auckland wanted to draw people’s attention to this seemingly forgotten fact, as well as spark debate and encourage all New Zealanders to visit www.demandequalpay.org.nz to sign up and show their support for the Pay Equality Bill.

Implementation
A bold headline was written to get a passionate response from females and males alike. And to point out just what this 10% meant and how it affected us all. It highlighted the absurdity of the issue, and led readers online, to donate to the cause (men to donate 10% more, of course), but more importantly to show their support the Pay Equality Bill.

Execution
Worldwide, YWCA’s mantra is ‘Empowering Women’, so it makes sense that they would be champions of the pay equality cause. The full page ad had a bold look that saw the headline and copy sit as unbalanced as the pay in New Zealand; Along with a colour palette that was as black and white as the issue. The execution hammered home the absurdity and was there to provoke a reaction and drive people to our website.

Outcome
The press campaign received national media coverage (radio, press, editorial, social media), and helped fuel the debate that saw the wider campaign make international headlines. Thousands of New Zealanders visited our site, which saw a 9,000% increase in visits during launch month. And donations increased by 22% compared to the previous month. It was the most debated topic in the NZ Herald for November. And the wider campaign had a phenomenal 1,750% return on investment ($17.50 for every $1 spent).But, most importantly, we gathered the support we required from men and women in support of the Pay Equality Bill. Which has now been put forward to Parliament to become an Act.