Gender Inequality

An awareness campaign for the European Media Alliance

Campaign
Who we are

Anne van Hoeven

Kay Brouwers

Tessa Breider

Lucca Kluijtmans

Gilles Rijk

Debbie Kuper

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 Index

2 Who we are

3 Index

4 Concept name

4 Campaign title

4 Campaign background

5 Campaign summery

5 Creative materials

11 Creative brief

11 Creative execution

11 Media plan

12 Key consumer insight

12 Prioritized objectives

13 Proposed strategy & tactics

13 Assessment measures

14 Test

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 campaign

concept name
GEN scan

campaign title
Where are you scanning me?

Campaign background
Imagine seeing a poster. It shows a woman who has a mens job staring at you.
Theres a QR-code and NFC-chip on her crotch and for example, on the cv that shes
holding. The bright text says: Where are you scanning me? The scan on her crotch
triggers you to to scan it and see whats behind it. You either scan the QR-code, or
swipe your smartphone over the NFC-chip. Then a shocking image of a womans
crotch comes up! WHAT WHERE YOU THINKING? says the text under the image.
Youre completely shocked and it makes you even more curious about whats behind
the other scan. So you do the same thing with the cv. You get directed to a YouTu-
be video. The same woman is standing/sitting in front of a black background with
just a little bit of light. Shes staring into the camera, completely silent, and a narra-
tor, a mans voice, is telling her story. The story is about the gender pay gap, sexual
harassment or some other problem that women face in work environments. After
youve seen the video, you process the information you just heard and start thinking
about it. Thats how we want to create awareness.

Our strategy is quite simple. We use stopping power. The shocking image will initiate
a chain reaction of scans. When one person scans the crotch and sees the image,
that person will likely tell others and so on. We specifically chose to use QR and NFC
technique because the target group uses their smartphone on a daily basis.
We hope to raise awareness by asking the target group a question. Do you judge
people on their gender or on their abilities when it comes to doing a certain activity?
After being confronted with our campaign, we hope that people will postpone their
judgment when they find themselves in such a situation. For instance, the generation
we wish to reach will all have jobs in their 30s to 40s. Lets say some of them will
handle applications and we want them to postpone their judgment upon seeing the
gender of the applicant. In this way, they base their judgment on their abilities instead
of their gender.

The shocking image can definitely be a critique point on our campaign. But we think
thats a way to stand out from other campaigns.

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 Campaign summary
Each poster will show one woman who is standing in front of the camera. The text
above her is; where are you scanning me? At her crotch and at her head there is a
NFC-tag and QR-code. If you scan the code/tag on her crotch you will see a webpage
with the text; think again and a shocking picture. If you scan the code/tag on her head
you will see a webpage with a short video about the woman on the poster and infor-
mation about gender inequality.

creativity

Creative materials

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Theme

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Posters

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website

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videos

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campaign expressions

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 Creative brief
For our target group it is important to know that it is not all about if you are male or
female, it is about your abilities and how you use them. We came to the conclusion
that a lot of people judge within 40 seconds. We judge about everything. One of the
goals of the campaign is to delay the time of that judgement. To delay the verdict of
one another. In 10 years, when our target group is a bit older and is held responsible
for a certain interviews, for example job interviews, it is properly important to make no
differences between men and woman. Select the best for the job, not a man because
its going to be your new best friend. To know is our campaign really worked we can
use the statistics of our website, Facebook and movie. The number of views will show
how much people actually watched the video. This goes the same for our Facebook
and website.

Creative execution
Our core values are; provocative, attention and awareness. This campaign is an over-
view of the her-story in different perspectives, all focused on the business world.
To make a poster who dares somebody to choose and show them afterwards what
our message is, is a part of the stopping power we would like to create. Every visual
aspect of this campaign is with the colours yellow and black. The campaign is one for
the long term.

media plan
To reach our goal, we are going to use different types of media. First as we mentioned
before, we are going to use posters and a website. The scan code we are using is the
NFC-tag and the QR-code, we have chosen for both because everybody can use it re-
gardless which phone you have. By placing the posters at the right place we can make
a connection with our target group. Examples of places are; railway station, student
association, shopping centre, university, cinema, public toilets and bus station. The
poster will radiate stopping power, with this power we want to dare our target group to
connect and scan. The second interaction is watching the short video and reading the
webpage.

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 Strategy

Key consumer insight

The first 40 seconds are the most important ones during an application. In the first 40
seconds, the judgment about the person applying is made. But what is the judgement
about? About the person, or about their qualifications? According to statistics there
still is a gap between men and women when it comes down to applying, in top positi-
ons, payment, or treatment in work environment. The average pay gap between men
and women is 16%, even though they fulfill the same position. So, the judgement is
made about the person him of herself. This campaign is organized to make the target
group aware of the fact that people shouldnt be judged by their gender, but by their
qualifications.

Prioritized objectives
Our goal is to change the way women are treated in the work environment by initiating
awareness among our target group. These young adults from 18 to 25 years will be
the next generation of employees/employers and by influencing them in their years of
development, we think we can reach the following:
- In Europe, approximately 55% of women have experienced sexual harassment.
A year after our campaign, we want to have reduced this percentage with at least ten
percent.
- Also, the average pay gap between men and women in Europe is 16% in the
advantage of men. We want to bring this down to an average of 10 percent in the year
after our campaign.

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 Proposed strategy & tactics
Our strategy is quite simple. We use stopping power. The shocking image will initiate
a chain reaction of scans by our targetgroup 18-25 years. When one person scans the
crotch and sees the image, that person will likely tell others and so on. We specifically
chose to use QR and NFC technique because the target group uses their smartphone
on a daily basis. We will place posters on public places, so that everyone is able to
see or scan them. The whole campaign is based on a shock-effect, or by other means
confrontation. The video that is shown, after the QR-code is scanned, will be a video
about a personal story of the person on the poster. The woman will look in the camera
for about half a minute, while a mans voice tells the story. This confronting effect, of
which we hope the video contains, will lead to awareness.

Assessment measures

Our campaign can be evaluated through YouTube views, and through the number of
scans. You could say that YouTube views say more about the awareness because
then people have actually watched the video. In that way, the campaign has more
impact on our target group. We expect that after being confronted with our campaign,
people will carry out the expressed values of it in the future.

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test here and check the website

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