Creative Idea

MagNet Bank sent out their clients provocative text messages about the gender wage gap right after they received their regular salary SMS. People were confronted and asked to support the cause by uploading anonymously their salaries to a crowd-sourced database. They could compare their salaries by similar preferences and find out how much they are affected by the gender wage gap. They could share their results.

Data gathering and insights

Although the wage gap between men and women is a widely known fact few people believes that him/herself is discriminated positively or negatively by the gap. Women tend to accept this situation easily. Men’s involvement is crucial to eliminate the gap.

To define the gender wage gap in Hungary we the data of the Hungarian Central Statistical Office (HCSO). However HCSO’s data is not always considered highly

reliable it was crucial to use a public, transparent and accessible source.

Implementation

Automatic and timed text messages were sent to clients right after they received their regular salary SMS. We crowd-sourced the building of a database by which users could check how much they were affected by the gender wage gap. With each uploaded salary the database got more accurate.

Media channels & integration

It was a single channel campaign

Placement

SMS / Facebook campaign

Scale

People shared their activity and we managed to register a double amount of uploading than sms sent.

Action / business results

Not applicable

Outcomes / awareness

42k users uploaded and compared their salaries to an actual, crowd-sourced database. … shared their result on Facebook.

Major local online publications picked up the story eg. forbes.hu / kreativ.hu / nlcafe.hu