To gain a fresh and sharable perspective on the gender pay gap we created a social experiment captured by a documentary film maker.

Brothers and sisters were asked to do chores around the house. We then paid them for the work, but we paid the boys more money than the girls, just like in the real world.

The films show their spontaneous and 100% unscripted responses to the inequity.

Then we told them that this happens in real work places, and captured their responses once again.

Their sheer indignation at the inexplicable injustice and ever so cute proposals to remedy the situation provided us with our material.

We put the films on social media across YouTube, Facebook and Twitter and released it to targeted media and news outlets encouraging them to run it on International Women’s Day.

Filmed at the end of February, the ‘Pocket Money’ films launched on Tuesday March 8 on International Women's Day.

The films (varying lengths of 90 and 45) ran online for 4 weeks, then received further funding for an additional 4 weeks, taking us through to the end of April. Given the success, the 90” film also had a short run in cinema in April.

Pushed out via ANZ’s own social channels as sponsored posts, shorter length ‘pocket money’ films were used as additional social posts with ANZ statistics about the gender pay gap.

Online films were implemented as pre-rolls across YouTube (first watch on International Women's Day) & Catch-up TV. This included a mix of TrueView, nonskip, premium network and Catch-up TV (7, 9, 10)

The success of the campaign was largely as a result of targeted mainstream media and social influencers sharing the video with their audiences.

Despite significant competing women’s equality messages, the equal future hashtag trended on International Women’s Day.

In just six weeks…

Over 12million views across YouTube, Facebook and Twitter, (67% organic)

ANZ Bank’s most organically viewed online film ever.

The total reach over 1.5 billion.

Reach across 93 countries.

PR value over $38m an incredible result for a very small campaign investment.

Tracking research has identified a significant positive impact on corporate reputation, brand image and purchase intent.

Recognition of ANZ’s International Women’s Day campaign almost tripled the result achieved for the original 2015 campaign – successfully achieving the objective of driving broader more mainstream reach.