In New Zealand, women are paid 10% less than men. To even out the gender inequality, we created a TVC to dramatise this issue, by charging men 10% more than women.

On average, women in New Zealand are paid 10% less, for doing the same job as men. To even out this inequality, YWCA Auckland decided that men should be charged 10% more than women.

So they did, in the real world, starting with a coffee cart set up out the front of Parliament House.

This was designed to create controversy and to highlight the absurdity of two genders being treated differently when it comes to money. YWCA Auckland also wanted to get the attention of the country’s politicians, cause debate, and encourage all New Zealanders to visit www.demandequalpay.org.nz to support the Pay Equality Bill, in the hope of it becoming an Act.