YWCA NZ demands equal pay for women in campaign by DDB

In New Zealand, as in most countries and industries (the ad industry being no exception), women are typically paid 10 per cent less than men for doing the same job. The campaign takes a paradoxical approach to make its point, demanding men be charged 10 per cent more for goods and services.

In the 40-second spot (above), a parking lot attendent demands—using a blunt reference to anatomy—that a man pay $11 instead of the regular $10 for all-day parking. 

Apart from TV, the campaign also uses print, online, and experiential to drive its point. The campaign urges people to go on to demandequalpay.org.nz and sign a petition for equal pay.

YWCA hopes to collect 10,000 signatures from men and 10,000 from women in support of introducing a drafted pay-equality bill in parliament.

The site also suggests that men donate NZ$3.30 to the cause, while women are invited to donate $3.

Campaign Demand Equal Pay
Creative agency DDB Auckland
Executive creative director Andy Fackrell
Creative director Steve Kane
Account director  Jenny Travers