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.
CREDITS:
WGEA:
Director: Helen Conway
Public Affairs Executive Manager: Yolanda Beattie
Education and Innovation Executive Manager: Heidi Sundin
Communications Manager: Clare Buttner
Digital Communications Advisor: Melanie Miller
Senior Partnerships Advisor: Francesca Steele
Public Affairs Coordinator: Katie Casson
Producer: Tanja Pearl
DDB:
CCO: Toby Talbot
Creative Director: Jen Speirs
Art Director: Chris Crawford
Copywriter: Kim Fraser
Senior Designer: Domenic Bartolo
Production: Brett Griffiths
Managing Partner: Kate Sheppard
Business Executive: Emily Frost
Planning Director: Jeff Malone
Head of Production: Brenden Johnson
Agency Producer: Rebecca Whitehead
Lead Editor: Tamara Haentjes
Grade: Fraser Kelton
Head of Social: Karalee Evans
Senior Insights Analyst: Brad Buzzard
TV Production:
Production Company: Sergeant Major
Executive Producer: Ashley McLeod
Production Manager: Georgia Mappin
Director of Photography: Matt Stewart
Director: David Jagoda
Sound Studio: We love Jam
Sound Engineer: Justin Spasevski
PR: Mango
Managing Director: Claire Salvetti
Senior Account Director: Tina Alldis
Senior Account Director: Lisa Poisel
