BVG / Germany / 2019PR Stunts · Promo
Mind the Gap.
BVG used discounted transport tickets to put unequal pay on Berlin’s daily agenda.
- Brand
- BVG
- Agency
- Serviceplan / Serviceplan Germany
- Market
- Germany
- Region
- Global
- Year
- 2019
The challenge
BVG wanted to draw attention to unequal pay and demonstrate its position as an employer offering equal pay for equal work.
The idea
On Equal Pay Day, women could buy discounted BVG tickets, with the reduction tied to the pay gap cited by the campaign. Receipts carried BVG job opportunities, turning a symbolic pricing intervention into a recruitment invitation.
Case study source: House of Communication Source ↗
Awards
- Cresta Awards 2020Brand Purpose – Brand ActivismSilver
- Cannes Lions 2019Direct LionsBronze
- Clio Awards 2019Clio Awards / Public Relations / Cause RelatedGold
- Clio Awards 2019Clio Awards / Public Relations / Special Event / StuntGold
Credits
- Brand
- BVG
