Title	WOMEN SHOULD NOT BE WORTH LESS
Brand	FRAUENZENTRALE ZÜRICH
Product/Service	WOMEN'S RIGHTS
Category	D05. Other packaging
Entrant Company	PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
Advertising Agency	PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND

Name	Company	Position
Thomas Wildberger	Publicis Communications Schweiz	Chief Creative Officer
Urs Schrepfer	Publicis Communications Schweiz	Creative Director
David Fischer	Publicis Communications Schweiz	Creative Director
Daniel Ahrens	Publicis Communications Schweiz	Art Director
Raphael Graber	Publicis Communications Schweiz	Junior Art Director
Jan Kempter	Publicis Communications Schweiz	Copywriter
Gregory Hedrich	Publicis Communications Schweiz	Graphic Designer
Cem Van Der Schaar	Publicis Communications Schweiz	Head Of Tv
Benjamin Kaegi	Publicis Communications Schweiz	Art Buyer
Candido Righetto	Publicis Communications Schweiz	Senior Brand Director
Alain Goetschi	Publicis Communications Schweiz	Brand Director
Felix Streuli		Photographer
	Retouching De Luxe	Retoucher

Brief Explanation

Several studies show that female employees still earn up to 20% less than men occupying the same position, despite having the same training. We are highlighting this state of affairs by applying the wage gap between men and women directly to consumer goods. In German, adding the suffix ''-in'' to many nouns, creates a feminine form. We took German names of products that only exist in a the masculine form, such as Bohrer (drill), and added the suffix ''-in'' (Bohrerin), to create a feminine version of exactly the same product. The feminine version was then advertised for 20 percent less.

The Brief

In spite of legal obligations, women in Switzerland still earn up to 20% less than men. It was our task to draw the general public's attention to this disgraceful state of affairs and to encourage them to do something about it. To achieve this we demonstrated the absurdity of inequality by applying it directly to everyday products. We promoted our collection of products via a range of different channels, and in doing so, inspired many people to become members of the Frauenzentrale (centre for women), which fights against this inequality.

How the final design was conceived

This collection of products we have in fact produced and were illustrated by the comparison of the absurdity of the distinction between man and woman. We launched our products in pop-up stores in various Swiss cities. The range of products was also advertised with print , outdoor and radio advertising, online measures as well as teleshopping spots. Of course people couldn't buy any products – but they could support our cause by becoming a member of the Centre for Women.

Indication of how successful the outcome was in the market

The effective result of the campaign was a 150% increase in membership of the Frauenzentrale (centre for women) within a month (as compared to the previous year). But more importantly; we got the Swiss public talking about wage inequality: 15,000 views on YouTube. Hundreds of comments and shares on social media. A report on the TV channel RTL which attracted 1.3 million viewers. And many other reports in print and online media. Overall we've generated a total of 12.5 million media impressions.