FRAUENTICKET
BVG Frauenticket -
MIND THE GAP
March 18th is Equal Pay Day and Germany has the second largest gender pay gap in Europe. Women are paid 21% less than men for the same work. To highlight this inequality, BVG created the world's first "Frauenticket" allowing women to use Berlin public transport for 21% less. A special ticket machine installed at Alexanderplatz used gender recognition technology and offered weekly, monthly and even yearly tickets. But paying 21% less won't solve the problem – earning 21% more will.
So BVG used the ticket receipts to offer women jobs at BVG where they guarantee equal pay for equal work.
Agency: Serviceplan Campaign Berlin
Creative Direction: Myles Lord
Art Direction: Wenke Möller-Madhana, Nils Frankenbach
Copy: Sebastian Bialon, Jan Roters
AWARDS
ADC*E Awards 2x Silber 2020
ADC ANNUAL AWARDS 1x Bronze 2020
ADC DE 2x Silber, 1x Bronze 2020
AME 5x Silber 2020
Annual Internationalist Awards for Innovation in Media 1x Gold 2020
Caples Awards 2x Silber, 1x Bronze 2020
Cresta 1x Silber 2020
Deutscher Digital Award 1x Silber 2020
Deutscher Mediapreis 1x Gold 2020
Festival of Media Global 4x Gold, 1x Silber, 1x Bronze 2020
MAX Award 1x Gold 2020
New York Festival 1x Gold, 2x Silber, 1x Bronze 2020
GWA Effie 1x Bronze 2019
Annual Multimedia 1x Gold 2019
Cannes Lions 1x Bronze 2019
CLIO 2x Gold 2019
Commawards 2x Silber 2019
EPICA 1x Silber 2019
EUROBEST 2x Bronze 2019
LIA 1x Gold 2019
Lovie Award 1x Gold, 2x Silber 2019
Mobius Awards 2x Gold 2019
Red Dot Communication Design Award 1x Red Dot 2019