Argentina has two different 100 pesos bills: one portraying a man (Julio Roca), the other portraying a woman. This last one is the only bill featuring a woman in Argentina’s history. And not any woman: Evita Perón, someone who’s remembered for fighting inequality between sexes. As Women’s Day was approaching, we came up with the idea of raising awareness about the gender pay gap by making the bill with a woman’s face on it worth 27% more than the one with a man’s face on it, meaning while Roca’s bills were worth 100 pesos, Evita’s bills were worth 127. This way consumers could become conscious in a very concrete, tangible way of the injustice in how much men and women are paid for the same work.

During the whole month of March, everyone who came to the stores was informed at the cash register that they could either pay with a Roca bill, that would be worth the standard 100 pesos, or with an Evita bill, that would be worth an extra 27 pesos. After the cashiers would explain why, surprised, people would reach for their wallets to find an Evita one.

We doubled our media reach thanks to earned media. Respecting brand tracking, the trust value went from 2,2 to 4.1/5. Meanwhile, in Instagram our engagement rate grew more than 7 points. The initiative was commented and shared by more than 15 opinion leaders. Which is more, that month became their most successful yet. And 86% of costumers paid with bills that portrayed a woman.