This ATM Withholds Funds for Men to Demonstrate Wage Inequality
Laura McQuarrie — October 29, 2013 — Marketing
Zürcher Frauenzentrale is a women’s organization that teamed up with Publicis Zurich to create a unique way to raise awareness on wage inequality in Switzerland — the kind of campaign that is impossible to ignore and will get an immediate reaction out of you.
To promote ‘Equal Pay Day’ in Switzerland, these two groups set up ATMs that would dispense 20% less money for men than women. As you might expect, the men who encountered this ATM were not very pleased. The campaign was staged so that it looked like the men were receiving less money than they asked for and the receipts from this ATM provided more information on wage inequality.
Putting somebody in the shoes of someone else and being able to provoke such strong emotional responses is a brilliant way to raise awareness on issues that treat men and women differently.
To promote ‘Equal Pay Day’ in Switzerland, these two groups set up ATMs that would dispense 20% less money for men than women. As you might expect, the men who encountered this ATM were not very pleased. The campaign was staged so that it looked like the men were receiving less money than they asked for and the receipts from this ATM provided more information on wage inequality.
Putting somebody in the shoes of someone else and being able to provoke such strong emotional responses is a brilliant way to raise awareness on issues that treat men and women differently.
Trend Themes
1. Wage Inequality Awareness - There's an opportunity to create campaigns that raise awareness on wage inequality like the ATM that dispensed 20% less money for men than for women.
2. Creative Activism - There's a growing trend towards creative and interactive activism to raise awareness and bring attention to societal issues.
3. Emotional Marketing - There's an opportunity to create campaigns that provoke strong emotional responses to raise awareness about social issues or spark conversations about them, like the ATM campaign.
Industry Implications
1. Banking and Finance - There's an opportunity to leverage technology like ATMs to create campaigns that raise awarenessabout social issues, provoke conversation, and drive change in the banking and finance industry.
2. Advertising and Marketing - There's a growing trend towards creative and interactive activism, which presents an opportunity for advertising and marketing agencies to use innovative approaches to increase awareness and ignite passion for social issues.
3. Tech and Innovation - There's an opportunity to innovate with technology and create new products or services that help promote wage equality and other social issues to promote change and improved inclusion.
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