Can a bottle of water close the pay gap? Workplace Gender Equality Agency (WGEA) thinks that it just might help.
More than 3,000 CEOs across Australia will be sent a bottle of “Daughter Water” to build awareness on the gender pay gap and to broach conversations with CEOs who are not taking action.
The 'Equal Pay is in Your Hands' campaign, from DDB Sydney, is based around research that suggests many leaders who have taken action on gender equality have had a “light bulb” moment, which often is the result of having a daughter. To help CEO's have this moment of awareness, WGEA and DDB have created a drink that “helps conceieve a daughter” and sent it to leaders around the country.
DDB Sydney Creative Director, Jen Speirs said, “We launched the campaign by asking the question: Can a drink close the pay gap? Weirdly, we believe it just might. Research shows that when a CEO has a baby daughter, the pay gap in their company shrinks."
“This may seem like a ridiculous product. But it's no less ridiculous than having to wait for CEOs to have a baby girl before everyone's given a fair go,” Speirs added.
As part of the campaign a content film and micro-site will also be going live today that uses publishing data to show CEOs and HR directors - as well as the public - to see where companies are on the journey to pay equality.
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