The Salary gap is not the only aspect of discrimination against women in Italy. According to the Global Gender Gap Index 2014, presented at the World Economic Forum, Italy is placed at 69th position out of 142 countries regarding gender equality.

The female employment rate is definitely lower than the male: 53% vs 74%.

In the Italian Parliament women represent only 31% of members.

With a hidden camera we filmed some job interviews, featuring an actress who was involved in the project. Initially she presented herself as a woman, then as a man, thanks to a complete make over, new outfit and changed voice.

Both candidates have declared the same studies and university background and the same professional experience, both of them gave the same answers to the head-hunters.

Yet, when it was the time to talk about salary expectations, it was clear that the head-hunters had a different approach.

The scenes of the job interviews was then used to create a docu-film with real life treatment, ending with a call-to-action: “To be a woman is still a difficult job.

Let’s give it the right value”.

Timeline

On air from July 28, 2015 to January 31st 2016

Placement

Web, TV and cinema 30’’ and 60’’, print, posters OOH, web display, website www.puntosudite.it, Facebook https://www.facebook.com/pubblicitaprogresso,

-140 articles in the press just after the launch of the campaign

-30 minutes of visibility on national and local tv channels

-Earned media: 2,979,000 €

-The social value of the campaign was so high that media owners contacted us to run the campaign on their channels and offered all the media spaces for free.

-Media value: 2.403.000 €

-314 cinemas all over Italy offered media spaces for free.

Political institutions reacted immediately to the provocation created by our campaign. The V.P. of the Italian Government Senate publicly declared: “It’s a campaign which makes people and organisations think. From an idea to action then, thanks to the suggestions on the website this campaign gives relevant support to reach a real gender equality in the job field.”

The social impact was so high that even the Pope felt the the need to address this delicate issue during his Sunday speech in the Vatican.

The campaign is based on the strategic idea that the target must recognise the problem to accept it. To make this happen for this kind of issue it is fundamental to avoid narrative superfluity.

That’s why we used a documentary approach, making people face up to the issue itself in all its brutality, instead of giving them a representation of the problem.

Target audience

Organisations, companies, opinion leaders.

Situation

According to Global Gender Gap Index 2014, presented at the World Economic Forum, Italy is placed at 69th place out of 142 countries regarding gender equality.

Brief

In Italy, the gender salary gap is a relevant reality, it can be from 7% up to 30% for graduate employees.

Objectives

In a country where most people still think this problem doesn't exist, raise awareness among public institutions, companies, and opinion leaders, about this issue.