Title	THE INTERVIEW
Brand	PUBBLICITÀ E PROGRESSO
Product/Service	NO PROFIT ASSOCIATION
Entrant	Y&R ITALIA Milan, ITALY
Idea Creation	Y&R ITALIA Milan, ITALY
Production	BEDESCHI FILM Milan, ITALY
Additional Company	PUBBLICITà E PROGRESSO Milan, ITALY
Additional Company 2	POSTATOMIC Milan, ITALY

Name	Company	Position
Vicky Gitto	Y&R/VML	Chairman & CCO
Marco Panareo	Y&R/VML	Creative Director/Art
Cristian Comand	Y&R/VML	Creative Director/Art
Paolo Pollo	Y&R/VML	Creative Director
Jacopo Attardo	Y&R/VML	Digital Creative Director
Domenico Greco	Y&R/VML	Copy Writer Senior
Sandra Macasso	Y&R/VML	Marketing Director
Carola Bianchi	Y&R/VML	TV Producer
Claudio Gallinella	Bedeschi film	Director
Philippe Abussy	Philippe Abussy	Music Artist

The Campaign

In 2015 public opinion in Italy still did not recognize that the problem of Gender Salary Gap exists. To raise awareness of the issue we applied for jobs and then sent a person with the same CV, degree and working experience for the interview, firstly as herself, a woman, and then disguised as a man. We filmed the interviews with hidden cameras and we edited a docu-film which shows the differences in the way people of exactly the same background and qualifications are treated depending only on their gender.

Creative Execution

With a hidden camera we filmed some job interviews, featuring an actress who was involved in the project. Initially she presented herself as a woman, then as a man, thanks to a complete make over, new outfit and changed voice. Both candidates declared the same educational background and the same professional experience, both of them gave the same answers to the head-hunters. Yet, when it was the time to talk about salary expectations, it was clear that the head-hunters had a different approach. The footage of the job interviews was then used to create a docu-film, ending with a call-to-action: “To be a woman is still a difficult job. Let’s give it the right value”. Timeline ON AIR from July 28, 2015 to 31 January 2016 Placement Web, TV and cinema 30’’ and 60’’, print, posters OOH, web display, website www.puntosudite.it, Facebook https://www.facebook.com/pubblicitaprogresso, YouTube https://www.youtube.com/user/PProgresso

-140 articles in the press just after the launch of the campaign -30 minutes of visibility on national and local tv channels -Earned media: 2,979,000 € -Social value of the campaign was so high that media owners contacted us to run the campaign on their channels and offered all the media spaces for free. -Media value: 2.403,000 € -314 cinemas inItaly offered media spaces for free. Institutions reacted immediately to the provocation created by our campaign. The discussion arrived on the table of the Italian Senate where the project was deeply discussed and the V.P. of the Senate publicly declared: “It’s a campaign which makes people and organisations think. From an idea to action then, thanks to the suggestions on the website this campaign gives relevant support to reach a real gender equality in the job field.” The social impact was so high that even the Pope felt the need

With this campaign we used a documentary approach, making people face up to the problem of salary gap between woman and men in Italy . In our country famale employment rate is definitely lower than the male: 53% vs 74%. According to the Global Gender Gap Index 2014 We used an integrated media approach using Web, TV and cinema 30’’ and 60’’, print, posters OOH, web display and website, the social value of the campaign was so high that media owners contacted us to run the campaign on their channels and offered all the media spaces for free Political institutions reacted immediately to the provocation created by our campaign. The discussion arrived on the table of the Italian Senate where the project was deeply discussed also by V.P. of the Senate. And we generated Earned media for 2,979,000 €

The campaign is based on the strategic idea that the target must recognize the problem to accept it. To make this happen for this kind of issue it is fundamental to avoid narrative superfluity. That’s why we used a documentary approach, making people face up to the issue itself in all its brutality, instead of giving them a representation of the problem. Target audience Organizations, companies and opinion leaders.