• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
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Demand Equal Pay

Award: Wood Pencil

Wood Pencil / Direct / Direct Integrated Campaigns / 2013

On average, women in New Zealand are paid 10% less than their male counterparts. To draw attention to this imbalance, we decided to charge men 10% more than women. All our communication encouraged New Zealanders to visit the website and show their support for the Pay Equality Bill. It sparked debate in both national and international media. Launch month saw visitors to the site increase by 9,000% and donations by 22% compared to the previous month. Most importantly, we received all the signatures we needed and the Pay Equality Bill has now been put forward to Parliament to become an Act.

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