| Заголовок | Bank on Equality (123s) |
| Brief | PROBLEMPeru has one of the highest wage gaps in Latin America ; 29.6%.OBJECTIVES• A high-impact idea that makes people and media talk to maximize problem awareness.• Make clear evidence and actions to reduce the wage gap.IDEABank on Equality compensates the wage gap difference between men and women with the bank's product that shows the wage gap: Payroll accounts.We measured authorized data to compares all of our female client's salaries with that of a male counterpart, recognizing critical variables such as age, occupation, education, and geographic location. This measurement allowed us to know the specific wage difference for every one of our female clients. In turn, Scotiabank would automatically fill that salary gap with the banks' currency: ScotiaPoints, a digital currency that customers use as real money to purchase products and experiences.RESULTS$5,000,000 in press coverage.The Center for Global Development commented on our initiative.20% growth of new accounts.The National Superintendence of Labor Inspection (SUNAFIL) finally placed a law that prohibits wage discrimination between men and women. |
| Агентство |
Wunderman Thompson
|
| Кампания |
Bank on Equality
|
| Рекламодатель |
Scotiabank
|
| Бренд |
Scotiabank
|
| Posted | Ноябрь 2021 |
| Бизнес сектор | Корпоративные коммуникации
|
| История | OBJECTIVES• A high-impact idea that makes people and media talk to maximize problem awareness.• Make clear evidence and actions to reduce the wage gap.IDEABank on Equality compensates the wage gap difference between men and women with the bank's product that shows the wage gap: Payroll accounts.We measured authorized data to compares all of our female client's salaries with that of a male counterpart, recognizing critical variables such as age, occupation, education, and geographic location. This measurement allowed us to know the specific wage difference for every one of our female clients. In turn, Scotiabank would automatically fill that salary gap with the banks' currency: ScotiaPoints, a digital currency that customers use as real money to purchase products and experiences.RESULTS$5,000,000 in press coverage.The Center for Global Development commented on our initiative.20% growth of new accounts.The National Superintendence of Labor Inspection (SUNAFIL) finally placed a law that prohibits wage discrimination between men and women. |
| Проблема | Peru has one of the highest wage gaps in Latin America ; 29.6%. |
| Тип медиа |
Анализ ситуации
|
| Global Chief Creative Officer |
Bas Korsten
|
| Global Chief Creative Officer |
Daniel Bonner
|
| Regional Chief Creative Officer |
Daniel Minaker
|
| Regional Chief Creative Officer |
Sebastian Tarazaga
|
| Главный исполнительный директор (CEO) |
Paul Thorndike
|
| VP Creative |
Jose Aburto
|
| Исполнительный креативный директор |
Bruno Reggiardo
|
| Креативный директор |
Alan Calderón
|
| Копирайтер |
Eduardo Trelles
|
| Копирайтер |
Pedro Pablo Bergelund Echeandía
|
| Арт-директор |
Diego Izquierdo
|
| VP Strategy |
Víctor Garzón
|
| Планировщик счета |
Denisse Achata
|
| Редактор |
Karim Vasquez
|