FAKE SELF-HELP BOOKS AGAINST AGE POVERTY
Title | FAKE SELF-HELP BOOKS AGAINST AGE POVERTY |
Brand | DEUTSCHER SPARKASSEN - UND GIROVERBAND E.V. |
Product/Service | RETIREMENT PROVISION |
Category |
A01. Glass |
Entrant
|
JUNG VON MATT Hamburg, GERMANY
|
Idea Creation
|
JUNG VON MATT Hamburg, GERMANY
|
PR
|
JUNG VON MATT Hamburg, GERMANY
|
Production
|
HESSE STUDIOS Berlin, GERMANY
|
Additional Company
|
DEUTSCHER SPARKASSEN UND GIROVERBAND Berlin, GERMANY
|
Credits
Till Eckel |
Jung von Matt AG |
Executive Creative Director |
Sven Rebholz |
Jung von Matt AG |
Managing Director |
Johannes Hicks |
Jung von Matt AG |
Creative Director |
Frances Rohde |
Jung von Matt AG |
Creative Director |
Stephen Quell |
Jung von Matt AG |
Creative Director |
Lukas Popp |
Jung von Matt AG |
Junior Copywriter |
Benjamin Baum |
Jung von Matt AG |
Copywriter |
Sarah Dornieden |
Jung von Matt AG |
Senior Art Director |
Ole Nagatis |
Jung von Matt AG |
Senior Concept Creative |
Greta Attinger |
Jung von Matt AG |
Junior Art Director |
Christopher Schneider |
Jung von Matt AG |
Art Director |
Aline Mathieu |
Jung von Matt AG |
Junior Copywriter |
Benjamin Mohr |
Jung von Matt AG |
Senior Art Director |
Julian Schnaars |
Jung von Matt AG |
Art Director |
Maximilian Lange-Brandenburg |
Jung von Matt AG |
Copywriter |
Antonia Trippner |
Jung von Matt AG |
Graphic Designer |
Matthias van de Sand |
Jung von Matt AG |
Head of TV |
Sergii Eisenstadt |
Jung von Matt AG |
Junior Producer |
Sascha Lutzius |
Jung von Matt AG |
Client Service Director |
Yasemin Küçük |
Jung von Matt AG |
Project Manager |
Silke Lehm |
Deutscher Sparkassen - und Giroverband e.V. |
Lead Marketing-Communication |
Nadin Hirsch |
Deutscher Sparkassen - und Giroverband e.V. |
Campaign Manager |
Meike Drefahl |
Deutscher Sparkassen - und Giroverband e.V. |
Creative Director |
Arabella Bartsch |
Freelancer |
Director |
Tobias Koppe |
Freelancer |
Director Of Photography |
Laura Imkamp |
Jung von Matt AG |
Videographer |
Rocco di Mento |
Freelancer |
Editor |
Delia Baum |
Freelancer |
Photographer |
Background
Sparkasse is Germany's biggest bank and has always had the ambition to be the bank for the people. Hardly surprising they wanted to empower women to help themselves avoid the pension gap. Giving them a wake up call and showing them, they are not alone was the main objective.
Describe the cultural / social / political climate in your region and the significance of your campaign within this context
German pension policy has failed. Currently, three out of four women are threatened by poverty in old age. That is an incredible 30 million people – and a big problem of enormous social relevance. The main culprit? The pension gap. Statistically, women receive 53% less pension than men. This is due to gender inequality issues: the pay gap, maternity leave or financial dependency in marriage. The biggest problem: most of the women don't even know about this terrifying situation. And the majority of those who know think that there is nothing they can do about it.
Describe the creative idea
Pensions are not an issue that young people and especially women like to think about, let alone talk about. It is too complex. It is not fun. It is not emotional. It is only important for the "future self". Unless you show them the absurd challenges they would have to face, if they didn't start taking their finances into their own hands. Because if they don't face reality today, they would probably have to find a sugar daddy or start dealing their own meds when they're old. Obviously very bad advices. We used extreme but still realistic insights like this and published fake self-help books to get one message clear: Better good advice than bad self help.
Describe the strategy
The reasons for the pension gap are manifold: maternity leave, marital financial dependence or the pay gap. Many women think they can't do anything about. So we wanted to show them that they are not alone and empower them to help themselves. Furthermore we wanted to give young women a wake up call. That’s why we showed them what bad opportunities they would have left, if they do not start to think about their pension.
Describe the execution
To reach our young target group (women aged between 24 – 35) and to open a public conversation about the topic itself, the campaign took place on social media (Instagram and Facebook). In order to generate momentum, we launched the campaign on the first day of the Frankfurt book fair. Since at this time of the year all of Germany is talking about books. To attract even more attention, we partnered up with Nike van Dinther, one of the most famous feminist influencers of Germany, who addresses gender related topics. Getting advantage of her public appearance and confronted the people with this toppic. Always carrying our message "Better good advice than bad self help."
Describe the results / impact
Within a single week, the books generated nearly 10 million media impressions and reached over 6 million women. It was widely shared and commented on social media. Women (and men!!!) across all generations not only gave their thumbs up but also really loved the idea. The online community got crazy about the books and asked, where they could actually buy them. They even became creative themselves, making up their own book titles. Besides Nike, other German influencers and activists jumped on board and even shared our message without being hired by us. The campaign was covered in dozens of major publications all over Germany. With the help of an absurd book company Germany was finally talking about the pension gap and we've reached our goal to empower women to face reality and take the matter in their own hands.