TitleMind the gap
BriefIn order to highlight the gender pay gap on Equal Pay Day in Germany, the Berlin Transport Authority launched a subway ticket that cost 21% less than one for men. A combination of media were used to promote the "unequal" ticket and get the message across. Women are paid 21% less, so why should they pay the same amount as men for a subway ticket? And yes, women do "Mind the gap!"
Campaign Mind the gap
Advertiser Berliner Verkehrsbetriebe (BVG)
Brand Berliner Verkehrsbetriebe (BVG)
Date of First Broadcast/Publication
Business Sector Transport, Travel and Tourism
Story To mark 'Equal Pay Day', the Berlin metro offers a 'Women's Ticket' at a reduced fare to highlight the pay differential between the genders. The 'Frauenticket' initiative is limited to March 18, and accompanied by the slogan: 'Mind the Pay Gap'.
Problem vvvvvv
Media Type Case Study
Art Director
Art Director
Chief Creative Officer
Creative Director
Account Manager
General Manager
Production Company Media Monks Amsterdam
Technical Director
Technical Director
Senior Media Consultant
Media Agency MEDIAPLUS

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