Social Campaign

Mind the Gap

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In order to raise awareness of the gender pay gap in Germany, which disadvantages women, the Berlin Transport Authority offered public transport tickets for women which were 21 per cent cheaper on Equal Pay Day. In addition, a ticket machine for women was installed in the city centre which was used as an opportunity to stage a press conference, turning the machine into a cult object and stimulating a discussion about pay parity. The social campaign concluded with a recruitment drive, encouraging women to apply for a career at BVG with the guarantee of equal pay for equal work.

Red Dot

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  • Client:
    Berliner Verkehrsbetriebe (BVG), Berlin, Germany
  • Design:
    SERVICEPLAN GERMANY, Munich, Germany
  • Global Chief Creative Officer:
    Alexander Schill
  • Managing Creative Director:
    Myles Lord
  • Art Direction:
    Wenke Möller-Madhana, Nils Frankenbach, Jonas Köksal
  • Copywriting:
    Sebastian Bialon, Jan Roters
  • Account Management:
    Philipp Krause
  • Group Head Corporate Communication:
    Claudia Maria Kirchmair
  • Film Direction:
    Zhong To
  • Editorial Work:
    Malte Schumacher
  • Technical Direction:
    Edwin Scholte, Richard Heuser
Mind the Gap
Mind the Gap
Mind the Gap

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