On average, women in Germany earn 21% less than men.
This is why, on Equal Pay Day (March 18th, 2019), public transport company Berliner Verkehrsbetriebe (BVG) offered the world's first women's ticket. For one day only, women paid 21% less for a ticket than men. From March 12th, the campaign was advertised on radio, out of home, with print advertisements and on its own microsite.
Serviceplan Campaign Berlin, together with BVG, were responsible for the concept and implementation. BVG and Serviceplan Campaign launched the attention-grabbing campaign to draw attention to the gap between the salaries of women and men, which continues to prevail in many places in Germany. For all women, the BVG day ticket for the Berlin AB tariff area was available at all BVG ticket machines in the metro area at 21% percent less than usual.
This corresponds exactly to the value by which women earn on average less than men. On Equal Pay day, the women’s ticket cost €5.50 euro instead of regular €7.
Client: Berliner Verkehrsbetriebe (BVG)
Agency: Serviceplan Campaign, Berlin
Production: Media Monks
Chief Creative Officer: Alex Schill
Creative Director: Myles Lord
Copywriter: Sebastian Bialon
Copywriter: Jan Roters
Art Director: Wenke Möller-Madhana
Art Director: Nils Frankenbach
Senior Producer: Chance Woodward
Other credits: Account Manager: Philipp Krause / Account: Sandra Bergström (Trainee) / General Manager: Patricia Nassauer / Technical Director: Richard Heuser, Edwin Scholte