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案例简介：为什么这项工作与直接相关？ BVG Frauenticket (妇女票) 是世界上第一张女性交通票，旨在突出德国21% 的性别薪酬差距。该行动旨在主张平等权利，并呼吁妇女作为致力于性别平等的潜在雇主。通过创建妇女票，BVG能够提高认识，并专门针对妇女进行招聘计划。BVG的广告职业，保证同工同酬。 背景 1.德国联邦统计局报告称，德国的性别薪酬差距为21% -- 欧洲第二大性别薪酬差距。3月18日被标记为 “同工同酬日”，但很少有人关心这一点，人们对21% 的薪酬差距的认识很低。 2.女性通常不考虑在柏林交通管理局工作，它具有传统的 “男性” 形象。BVG需要采取额外措施，以实现更好的员工性别平衡。 简介 与柏林人建立情感联系，并建立对BVG代表平等的公司的看法。让BVG成为一个对女性有吸引力的品牌，特别是作为一个潜在的雇主。 目标 提请注意德国21% 的性别薪酬差距，并为妇女权利表明立场。与柏林妇女接触，并通过严格的同工同酬政策促进BVG成为潜在雇主。 描述创意 (30% 的选票) Frauenticket (妇女票) 是世界上第一张旨在突出性别薪酬差距的女性公共交通车票。妇女票使柏林妇女的旅行费用减少了21%，并且在同工同酬日可以从全市600多个售票机上获得。BVG在每张女性机票的付款收据上放置了有针对性的招聘信息-鼓励女性在careers.bvg.de申请同工同酬的职业 描述策略 (20% 的选票) BVG旨在使自己的品牌对柏林女性更具吸引力-并作为潜在雇主更具吸引力。BVG试图通过解决影响德国妇女的敏感而重要的问题来实现这一目标: 21% 的性别薪酬差距。BVG利用其力量和影响力，旨在捍卫妇女权利，并提高人们对这种不平等现象的认识。然后提供最终的解决方案: 同工同酬。通过宣布严格的同酬政策，BVG将成为其他企业的榜样，以解决失衡问题并一劳永逸地缩小性别薪酬差距。 描述执行 (20% 的选票) 在同工同酬日的前一周，BVG于3月18日宣布了女性机票和女性21% 的折扣。号召性用语是在柏林公交网络中使用海报，广告牌，平台标牌和公共汽车，电车和火车内的数字屏幕进行的。新闻稿，广播节目，网站和付费社交广告对此进行了补充。3月18日，BVG将女票带到柏林各地的600个接触点，并在市中心的亚历山大广场地铁站内推出了经过特殊改装的女票机。该机器使用性别识别技术来识别女性，并提供全套21% 的折扣票-包括可节省160欧元的年票。妇女的机票付款收据带有针对性的信息: “而不是少支付21%，而是多赚取21%。”-鼓励妇女在careers.bvg.de申请有保证的同等报酬的职业。 列出结果 (30% 的选票) 3月18日，BVG妇女票务的故事将同工同酬日带入了每个德国广播公司的晚间新闻。该倡议引发了全世界关于性别平等和同工同酬的讨论。 -超过1,500篇文章和报告 -在欧洲的66个电视新闻广播中 -67亿媒体联系 -107等值百万媒体价值 -门票销售增长3,600% -3月18日，在同工同酬日，对Google.de上 “同酬” 的搜索查询比往年增加了1,900%。 (来源: 谷歌趋势、BVG、阿格斯数据洞察媒体跟踪)
注意差距
案例简介：Why is this work relevant for Direct? The BVG Frauenticket (Women’s Ticket) is the world’s first women's transportation ticket created to highlight the 21% gender pay gap in Germany. The action aimed to take a stand for equal rights and appeal to women as a potential employer committed to gender equality. By creating the Women’s Ticket, BVG was able to create awareness and specifically target women for their recruitment program. Advertising careers at BVG with guaranteed equal pay for equal work. Background 1. The German Federal Bureau of Statistics reports that Germany has a gender pay gap of 21% - the second largest gender pay gap in Europe. March 18th is marked as "Equal Pay Day" but few care about this and awareness of the 21% pay gap is low. 2. Women don’t normally consider a career with the Berlin Transportation Authority and it has a traditionally ‘male’ image. BVG needs to take extra measures towards reaching a better employee gender balance. Brief Build an emotional connection with Berliners and build the perception of BVG as a company that stands for equality. Make BVG an attractive brand for women, especially as a prospective employer. Objectives Bring attention to Germany's 21% gender pay gap and take a stand for women's rights. Engage with Berlin women and promote BVG as a potential employer - with a strict policy of equal pay for equal work. Describe the creative idea (30% of vote) The Frauenticket (Women’s Ticket) is the world’s first women's public transportation ticket created to highlight the gender pay gap. The Women’s Ticket allowed Berlin women to travel for 21% less and was available from over 600 ticket machines across the city on Equal Pay Day. BVG placed a targeted recruitment message on the payment receipt of each Women’s Ticket - encouraging women to apply for a career with equal pay for equal work at careers.bvg.de Describe the strategy (20% of vote) BVG aimed to make their brand more appealing to Berlin women - and more attractive as a potential employer. BVG sought to achieve this by addressing a sensitive and vital issue affecting German women: the 21% gender pay gap. Using their power and influence, BVG aimed to stand up for women's rights and drive awareness around this inequality. And then provide the ultimate solution: equal pay for equal work. By announcing its strict equal pay policies, BVG would stand as an example to other businesses to address imbalances and close the gender pay gap once and for all. Describe the execution (20% of vote) In the week before Equal Pay Day, BVG announced the Women’s Ticket and the 21% discount for women on March 18th. The call-to-action was placed across the Berlin transit network using posters, billboards, platform signage, and digital screens inside busses, trams, and trains. This was supplemented by a press release, radio spot, website and paid social ads. On March 18th, BVG brought the Women’s Ticket to 600+ touchpoints across Berlin and unveiled a specially modified Women’s Ticket Machine inside the Alexanderplatz subway station in the center of the city. The machine used gender recognition technology to identify women and offer a full range of 21% discounted tickets - including yearly tickets with savings of 160 euros. The Women’s Ticket payment receipt carried a targeted message: "Instead of paying 21% less - earn 21% more.” - encouraging women to apply for careers with guaranteed equal pay at careers.bvg.de List the results (30% of vote) The BVG Women's Ticket story brought Equal Pay Day onto the evening news of every German broadcaster on March 18th. The initiative sparked a discussion on gender equality and equal pay all over the world. - Over 1,500 articles and reports - Featured in 66 TV news broadcasts in Europe - 6.7 billion media contacts - 107 equivalent million media value - Ticket sales increased by 3,600% - March 18th search queries for 'Equal Pay' on Google.de increased by 1,900% compared to previous years on Equal Pay Day. (source: Google Trends, BVG, media tracking by Argus Data Insights)
Mind The Gap
案例简介：为什么这项工作与直接相关？ BVG Frauenticket (妇女票) 是世界上第一张女性交通票，旨在突出德国21% 的性别薪酬差距。该行动旨在主张平等权利，并呼吁妇女作为致力于性别平等的潜在雇主。通过创建妇女票，BVG能够提高认识，并专门针对妇女进行招聘计划。BVG的广告职业，保证同工同酬。 背景 1.德国联邦统计局报告称，德国的性别薪酬差距为21% -- 欧洲第二大性别薪酬差距。3月18日被标记为 “同工同酬日”，但很少有人关心这一点，人们对21% 的薪酬差距的认识很低。 2.女性通常不考虑在柏林交通管理局工作，它具有传统的 “男性” 形象。BVG需要采取额外措施，以实现更好的员工性别平衡。 简介 与柏林人建立情感联系，并建立对BVG代表平等的公司的看法。让BVG成为一个对女性有吸引力的品牌，特别是作为一个潜在的雇主。 目标 提请注意德国21% 的性别薪酬差距，并为妇女权利表明立场。与柏林妇女接触，并通过严格的同工同酬政策促进BVG成为潜在雇主。 描述创意 (30% 的选票) Frauenticket (妇女票) 是世界上第一张旨在突出性别薪酬差距的女性公共交通车票。妇女票使柏林妇女的旅行费用减少了21%，并且在同工同酬日可以从全市600多个售票机上获得。BVG在每张女性机票的付款收据上放置了有针对性的招聘信息-鼓励女性在careers.bvg.de申请同工同酬的职业 描述策略 (20% 的选票) BVG旨在使自己的品牌对柏林女性更具吸引力-并作为潜在雇主更具吸引力。BVG试图通过解决影响德国妇女的敏感而重要的问题来实现这一目标: 21% 的性别薪酬差距。BVG利用其力量和影响力，旨在捍卫妇女权利，并提高人们对这种不平等现象的认识。然后提供最终的解决方案: 同工同酬。通过宣布严格的同酬政策，BVG将成为其他企业的榜样，以解决失衡问题并一劳永逸地缩小性别薪酬差距。 描述执行 (20% 的选票) 在同工同酬日的前一周，BVG于3月18日宣布了女性机票和女性21% 的折扣。号召性用语是在柏林公交网络中使用海报，广告牌，平台标牌和公共汽车，电车和火车内的数字屏幕进行的。新闻稿，广播节目，网站和付费社交广告对此进行了补充。3月18日，BVG将女票带到柏林各地的600个接触点，并在市中心的亚历山大广场地铁站内推出了经过特殊改装的女票机。该机器使用性别识别技术来识别女性，并提供全套21% 的折扣票-包括可节省160欧元的年票。妇女的机票付款收据带有针对性的信息: “而不是少支付21%，而是多赚取21%。”-鼓励妇女在careers.bvg.de申请有保证的同等报酬的职业。 列出结果 (30% 的选票) 3月18日，BVG妇女票务的故事将同工同酬日带入了每个德国广播公司的晚间新闻。该倡议引发了全世界关于性别平等和同工同酬的讨论。 -超过1,500篇文章和报告 -在欧洲的66个电视新闻广播中 -67亿媒体联系 -107等值百万媒体价值 -门票销售增长3,600% -3月18日，在同工同酬日，对Google.de上 “同酬” 的搜索查询比往年增加了1,900%。 (来源: 谷歌趋势、BVG、阿格斯数据洞察媒体跟踪)
Mind The Gap
案例简介：Why is this work relevant for Direct? The BVG Frauenticket (Women’s Ticket) is the world’s first women's transportation ticket created to highlight the 21% gender pay gap in Germany. The action aimed to take a stand for equal rights and appeal to women as a potential employer committed to gender equality. By creating the Women’s Ticket, BVG was able to create awareness and specifically target women for their recruitment program. Advertising careers at BVG with guaranteed equal pay for equal work. Background 1. The German Federal Bureau of Statistics reports that Germany has a gender pay gap of 21% - the second largest gender pay gap in Europe. March 18th is marked as "Equal Pay Day" but few care about this and awareness of the 21% pay gap is low. 2. Women don’t normally consider a career with the Berlin Transportation Authority and it has a traditionally ‘male’ image. BVG needs to take extra measures towards reaching a better employee gender balance. Brief Build an emotional connection with Berliners and build the perception of BVG as a company that stands for equality. Make BVG an attractive brand for women, especially as a prospective employer. Objectives Bring attention to Germany's 21% gender pay gap and take a stand for women's rights. Engage with Berlin women and promote BVG as a potential employer - with a strict policy of equal pay for equal work. Describe the creative idea (30% of vote) The Frauenticket (Women’s Ticket) is the world’s first women's public transportation ticket created to highlight the gender pay gap. The Women’s Ticket allowed Berlin women to travel for 21% less and was available from over 600 ticket machines across the city on Equal Pay Day. BVG placed a targeted recruitment message on the payment receipt of each Women’s Ticket - encouraging women to apply for a career with equal pay for equal work at careers.bvg.de Describe the strategy (20% of vote) BVG aimed to make their brand more appealing to Berlin women - and more attractive as a potential employer. BVG sought to achieve this by addressing a sensitive and vital issue affecting German women: the 21% gender pay gap. Using their power and influence, BVG aimed to stand up for women's rights and drive awareness around this inequality. And then provide the ultimate solution: equal pay for equal work. By announcing its strict equal pay policies, BVG would stand as an example to other businesses to address imbalances and close the gender pay gap once and for all. Describe the execution (20% of vote) In the week before Equal Pay Day, BVG announced the Women’s Ticket and the 21% discount for women on March 18th. The call-to-action was placed across the Berlin transit network using posters, billboards, platform signage, and digital screens inside busses, trams, and trains. This was supplemented by a press release, radio spot, website and paid social ads. On March 18th, BVG brought the Women’s Ticket to 600+ touchpoints across Berlin and unveiled a specially modified Women’s Ticket Machine inside the Alexanderplatz subway station in the center of the city. The machine used gender recognition technology to identify women and offer a full range of 21% discounted tickets - including yearly tickets with savings of 160 euros. The Women’s Ticket payment receipt carried a targeted message: "Instead of paying 21% less - earn 21% more.” - encouraging women to apply for careers with guaranteed equal pay at careers.bvg.de List the results (30% of vote) The BVG Women's Ticket story brought Equal Pay Day onto the evening news of every German broadcaster on March 18th. The initiative sparked a discussion on gender equality and equal pay all over the world. - Over 1,500 articles and reports - Featured in 66 TV news broadcasts in Europe - 6.7 billion media contacts - 107 equivalent million media value - Ticket sales increased by 3,600% - March 18th search queries for 'Equal Pay' on Google.de increased by 1,900% compared to previous years on Equal Pay Day. (source: Google Trends, BVG, media tracking by Argus Data Insights)
注意差距
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Mind The Gap
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基本信息
- 广告战役： #Berliner Verkehrsbetriebe (bvg)-推广与活动-5d72#
- 广告品牌： Berliner Verkehrsbetriebe (BVG)
- 发布日期： 2000
- 行业领域： 生活服务
- 媒体类别： 活动
- 广告语言： 英语
- 媒介平台： 网络
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