| Title | EQUALICARE |
| Brand | VERBRAUCHERZENTRALE HAMBURG |
| Product/Service | EQUALICARE |
| Category |
F04. Social Behaviour & Cultural Insight |
|
Entrant
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SERVICEPLAN GERMANY Munich, GERMANY
|
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Idea Creation
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SERVICEPLAN GERMANY Munich, GERMANY
|
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PR
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SERVICEPLAN GERMANY Munich, GERMANY
|
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Production
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TEMPOMEDIA Hamburg, GERMANY
|
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Production 2
|
SUPREME MUSIC Hamburg, GERMANY
|
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Production 3
|
NHB Hamburg, GERMANY
|
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Production 4
|
NEVEREST Hamburg, GERMANY
|
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Additional Company
|
PLAN.NET Munich, GERMANY
|
Credits
| Alexander Schill |
SERVICEPLAN GERMANY |
Global Chief Creative Officer |
| Thomas Heyen |
SERVICEPLAN GERMANY |
Managing Partner |
| Markus Kremer |
SERVICEPLAN GERMANY |
Managing Partner |
| Florian Klietz |
SERVICEPLAN GERMANY |
Managing Partner |
| Niklas Scholz |
SERVICEPLAN GERMANY |
Copywriter |
| Philipp Trübiger |
SERVICEPLAN GERMANY |
Art Director |
| Mariah Kattmann |
SERVICEPLAN GERMANY |
Junior Account Manager |
| Dennis Fritz |
SERVICEPLAN GERMANY |
Head of Editing, Head of Motiondesign |
| Anton Reim |
SERVICEPLAN GERMANY |
Junior Motion Designer |
| Christoph Koehler |
NEVEREST |
Managing Director |
| Madeliene Pfisterer |
NEVEREST |
Junior Producer |
| Britta Tronke |
SERVICEPLAN GERMANY |
General Manager |
| Isabelle Schneider |
SERVICEPLAN GERMANY |
Junior PR-Consultant |
| Markus Maczey |
PLAN.NET |
Managing Director / CEO |
| Michael Reill |
PLAN.NET |
Executive Creative Director |
| Philipp Elsner |
PLAN.NET |
Digital Creative |
| Peter Haueis |
Tempomedia Filmproduktion GmbH |
Director |
| David Südel |
Tempomedia Filmproduktion GmbH |
DoP |
| Henrik Hühnken |
Tempomedia Filmproduktion GmbH |
Editor |
| Alexander Schildt |
Tempomedia Filmproduktion GmbH |
Executive Producer |
| Jana Schneider |
Tempomedia Filmproduktion GmbH |
Producer |
| Maximilian Olowinsky |
Supreme Music |
Composer |
| Felix Müller |
Supreme Music |
Composer |
| Florian Lackenmacher |
Supreme Music |
Composer |
| Henning Sommer |
Supreme Music |
Composer |
| Chris Buseck |
Supreme Music |
Composer |
| Sebastian Schütze |
Supreme Music |
Composer |
| Bernhard Pausch |
Supreme Music |
Composer |
| Clemens Lockner |
Supreme Music |
Junior Producer |
| Fabian Cordsmeier |
NHB Next |
Producer |
| Julien von Schultzendorff |
NHB Next |
Grading |
| Markus Roseneck |
NHB Next |
Sound |
Why is this work relevant for PR?
The topic of Pink Tax is strongly related to the public. Because it’s the customers who can put pressure on the industry to change. So, only when the broad mass knows about this issue, they start talking.
Background
Women pay up to twice as much for gender-specific hygiene items as men. Even though some products have identical ingredients. In fact, some of them only differ in their packaging’s color – pink instead of blue. On top of that, women earn 21% less for their work than men. That’s why the brief was to raise awareness for the whole topic of Pink Tax.
Describe the creative idea (20% of vote)
We invented a new moisturizer which – when being rotated by 180° – turns from a men’s to a women’s product and vice versa. The tube’s pink side addresses women, the blue one men. Although they share the same packaging, the price is different: in line with the average Pink Tax the women’s side is 40% more expensive. We promoted our product in a pop-up store, a web shop, with influencers and on social profiles – letting people experience the Pink Tax firsthand. The pop-up store not only was open to the public but also to journalists and influencers which could get their hands on the new product. So, the Pink Tax topic could be spread to the broad masses – to finally put pressure on the industry to change.
Describe the PR strategy (30% of vote)
The aim of the campaign was to raise awareness of the Pink Tax and put pressure on the consumer goods industry. The most important multipliers should be lifestyle influencers, journalists and politicians.
Describe the PR execution (20% of vote)
The campaign took place from January to March 2019. It all started in January with a teaser in the own web shop and the social profiles, announcing two new products which will be available soon. A few weeks later the first pop-up store opened in Hamburg, Germany. At the same time the product pretended to become available online. The store was not only open to the public but also to journalists and influencers which could get their hands on the new products. In the following days and weeks, German news companies reported about the Pink Tax like never before. Additionally, our own web film documented the campaign for all those who haven’t joined yet.
List the results (30% of vote)
The campaign put pressure on the industry to change and was covered in more than 100 major PR channels where it generated over 1 billion media impressions – including national TV, newspapers, print magazines, social media and online news sources. A change towards more equality in Germany.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
Gender-inequality truly is an issue in highly-developed Germany. Recent studies show that women earn 21% less for their work than men. And on top of that, the Pink Tax charges them more for nearly identical products.