Cannes Lions

Women's New Year

Y&R, Budapest / ELLE MAGAZINE / 2017

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Overview

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Overview

Description

If it takes 13,2% longer for women to earn as much as a man in a year, then for them, 2017 begins 13,2% later - on February 24. So Elle Magazine wished happy new year to all women - this time, on February 24.

Execution

Elle Magazine released a print ad, which told the story of the Women's New Year. Then, on February 24, in a video featuring 12 of the country's most famous celebrities who are authentic about the issue, Elle sent a message to companies to take action against the wage gap.

They created a badge, available on "equalpay.hu", that proves that companies that use it have incorporated equal pay into their guidelines.

Outcome

21% of the adult population of the country knows the campaign.

Earned media: over 1M Euros.

22 companies incorporated equal pay into their guidelines and began using the badge "We believe in equal pay"

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