|Title||Mind the gap|
|Brief||In 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'.|
|Media Type||Case Study|
|Art Director||Wenke Möller-Madhana|
|Art Director||Nils Frankenbach|
|Chief Creative Officer||Alex Schill|
|Creative Director||Myles Lord|
|Account Manager||Philipp Krause|
|General Manager||Patricia Nassauer|
|Production Company||Media Monks Amsterdam|
|Technical Director||Richard Heuser|
|Technical Director||Edwin Scholte|
|Senior Media Consultant||Jana Dreger|
|Director||EVA JULIA MANNEKE|
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