Berliner Verkehrsbetriebe "Mind The Gap"

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