Myles  Lord
Managing Creative Director / MD / GF at DDB Berlin
Berlin, Germany
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!"
Agency
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
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Copywriter
Art Director
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