BVG / ألمانيا / 2019حملات العلاقات العامة · العروض الترويجية
Mind the Gap.
BVG used discounted transport tickets to put unequal pay on Berlin’s daily agenda.
- العلامة التجارية
- BVG
- الوكالة
- Serviceplan / Serviceplan Germany
- السوق
- ألمانيا
- المنطقة
- عالمي
- السنة
- 2019
التحدي
BVG wanted to draw attention to unequal pay and demonstrate its position as an employer offering equal pay for equal work.
الفكرة
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.
مصدر دراسة الحالة: House of Communication المصدر ↖
الجوائز
- Cresta Awards 2020Brand Purpose – Brand Activismفضية
- Cannes Lions 2019Direct Lionsبرونزية
- Clio Awards 2019Clio Awards / Public Relations / Cause Relatedذهبية
- Clio Awards 2019Clio Awards / Public Relations / Special Event / Stuntذهبية
فريق العمل
- العلامة التجارية
- BVG
