Director Consulting & Operations
at
Serviceplan Germany
| 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!" |
| Agency | Serviceplan Group |
| Campaign | Mind the gap |
| Advertiser | Berliner Verkehrsbetriebe (BVG) |
| Brand | Berliner Verkehrsbetriebe (BVG) |
| Date of First Broadcast/Publication | 2019 / 5 |
| 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 |
| Length | |
| Copywriter | Sebastian Bialon |
| Copywriter | Jan Roters |
| Art Director | Wenke Möller-Madhana |
| Art Director | Nils Frankenbach |
| Chief Creative Officer | Alex Schill |
| Creative Director | Myles Lord |
| Account Manager | Philipp Krause |
| Account | Sandra Bergström |
| General Manager | Patricia Nassauer |
| Production Company | Media Monks Amsterdam |
| Technical Director | Richard Heuser |
| Technical Director | Edwin Scholte |
| Producer | Chance Woodward |
| Copywriter | Sebastian Bialon |
| Senior Media Consultant | Jana Dreger |
| Media Agency | MEDIAPLUS |
| Director | EVA JULIA MANNEKE |
More Work
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- BRAND:
- NGO for Cancer Aid
- AGENCY:
- Serviceplan Germany