In an open letter sent to Reserve Bank governor Graeme Wheeler, YWCA Auckland is calling for Kiwi suffragette Kate Sheppard’s image to be removed from the ten-dollar note and replaced with that of a man. This request, which comes as part of a new campaign developed by DDB, aims to draw attention to the fact that a woman remembered for fighting for equality would not be pleased to have her face on the note at a time when for every ten dollars men earn, women only earn nine. PLUS: we take a look at whether the 10 percent reference is accurate.
DDB’s campaign for the YWCA promoting equal pay for women has found plenty of favour with awards juries around the world, most recently at Spikes Asia. And it’s also got the tick of approval from the judges of the 2013 Newspaper Ad of the Year awards, winning the main prize and the award for Best Topical advertisement.
The first winners have been announced, and there are a few Kiwi agencies in the money, with DDB NZ winning a prestigious Creative Effectiveness Lion for Steinlager’s ‘Believe’, DraftFCB NZ picking up seven lions so far for Driving Dogs and Call Girl and Colenso BBDO winning gold for Amnesty International’s Trial by Timeline. Plus: more Kiwi agencies on shortlists.
DDB has cleaned up the last two Newspaper Ad of the Month awards, with YWCA Auckland’s ‘Demand equal pay ad and Volkswagen’s ‘Beetle to win a Beetle’ taking out the December and January rounds respectively. The Judges for both rounds—Leisa Wall, DraftFCB; Paul Hankinson, Hanko; Lisa Fedyszyn, DDB (who abstained) and Kate Humphries, Media Design School—said VW’s ad “enticed people to make the iconic VW beetle shape with their bodies in order to win a VW, is an inspired way to induce beer gut envy, particularly if those beer guts have just enjoyed a good holiday season.”
A number of recent studies show women in New Zealand are paid on average ten percent less for doing the same job as men—and the pay gap is widening. To draw attention to this inequality—and hopefully grease the wheels of new legislation to better address the issue—the YWCA Auckland and DDB NZ have decided to turn the tables and, through TV, print, online and experiential, including male-only surcharges at coffee carts and sausage sizzles, show men how absurd it is for the two genders to be treated differently when it comes to money. Plus: ASB’s Barbara Chapman on the glass ceiling.