Title	WOMEN SHOULD NOT BE WORTH LESS
Brand	FRAUENZENTRALE ZÜRICH
Product/Service	WOMEN'S RIGHTS
Category	D01. Integrated Campaign led by Promo & Activation
Entrant Company	PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
Advertising Agency	PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
Production Company	DYNAMIC FRAME Zurich, SWITZERLAND

Name	Company	Position
Thomas Wildberger	Publicis Communications Schweiz	Chief Creative Officer
Urs Schrepfer	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
Felix Streuli		Photographer
	Retouching De Luxe	Retoucher
Candido Righetto	Publicis Communications Schweiz	Senior Brand Director
Alain Goetschi	Publicis Communications Schweiz	Brand Director
Norihito Iida	Publicis Communications Schweiz	Art Director
	Dynamic Frame	Filmproduction

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 aim, we demonstrated the absurdity of this inequality by applying it directly to everyday products. We publicised 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.

Campaign Success

The core component of our campaign was a collection featuring 'masculine' and 'feminine' consumer goods. Since no distinction is usually drawn between consumer goods for men and women, we were able to exploit this to clearly illustrate to everyone the absurdity of wage inequality. To this end, we launched the product collection in pop-up stores in various Swiss towns. We were also supported by TV veteran Walter Freiwald, who played the role of shop assistant. We decided to run the campaign during the pre-Christmas period, since this is a time of year when many people in Switzerland go on shopping sprees, and willingness to donate is at its highest. For an additional promotional boost, we also advertised the products through teleshopping commercials which referred to our online shop. Of course, people were unable to buy any of the products, but they were able to join the fight against wage inequality.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Women in Switzerland still earn up to 20% less than men. In order to draw attention to this disgraceful state of affairs and tackle the problem, we launched a campaign for the Zurich Frauenzentrale (centre for women), in which wage inequality was applied to consumer goods. We made use of a peculiarity of the German language to further our cause: adding the suffix '-in' to many nouns creates the feminine form. We took German names of products that only exist in 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 at a significantly cheaper price. We launched this collection of products with pop-up stores and support from TV veteran Walter Freiwald. In this way, we were to recruit new members on the spot for the fight against wage inequality.