BVG Frauenticket

BVG

Frauenticket - Mind the Gap

BVG Frauenticket
  • Category

    Direct
  • Industry

    Public Transport
  • Client

    BVG

March 18th is Equal Pay in Germany. Few realize that Germany has a gender pay gap of 21 percent – the second largest in Europe.

This year, the public transport authority BVG stood up for women’s rights and together with Serviceplan Campaign Berlin launched an initiative to make Germany “mind the gap”.

The Frauenticket is the world’s first women transport ticket created to highlight the gender pay gap. BVG used every media touch point across their network to announce to Berliner’s, women earn 21 percent less, so they pay 21 percent less on Equal Pay Day. BVG brought the Frauenticket to over 600 ticket machines across their network and unveiled a special machine in the center of Berlin. Using gender recognition technology, the machine could identify women and offer 21 percent off a weekly, monthly or even yearly ticket with a discount of 160 Euros.

The initiative sparked a massive discussion in German news and social media. In addition, the campaign generated a very strong response in international media. But paying 21 percent less won’t solve the problem ­– earning 21 percent more will. That’s why the Frauenticket payment receipt carried a BVG recruitment message offering women equal pay for equal work taking a stand for gender equality and setting an example to other businesses to “mind the gap”.

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Awards
ADC ANNUAL AWARDS 1x Bronze 2020
ADC DE 2x Silver, 1x Bronze 2020
AME 5x Silver 2020
Annual Internationalist Awards for Innovation in Media 1x Gold 2020
Caples Awards 2x Silver, 1x Bronze 2020
Deutscher Digital Award 1x Silver 2020
Deutscher Mediapreis 1x Gold 2020
MAX Award 1x Gold 2020
New York Festival 1x Gold, 2x Silver, 1x Bronze 2020
GWA Effie 1x Bronze 2019
Annual Multimedia 1x Gold 2019
Cannes Lions 1x Bronze 2019
CLIO 2x Gold 2019
Commawards  2x Silver 2019
EPICA  1x Silver 2019
EUROBEST 2x Bronze 2019
LIA 1x Gold 2019
Lovie Award 1x Gold, 2x Silver 2019
Mobius Awards 2x Gold 2019
Red Dot Communication Design Award 1x Red Dot 2019