“Let’s give women’s work the value it deserves”
The second phase of the Pubblicità Progresso campaign “Punto su di te”, signed by Young&Rubicam Group, in favor of gender equality and the valorization of women’s role in society, has officially kicked off. Presented at a press conference on Tuesday, July 21st at the Casa dei Diritti, it will begin airing on networks during the summer period.
“If we want to talk seriously about gender equality,” comments Alberto Contri, President of the Pubblicità Progresso Foundation, “we must try to eliminate all forms of discrimination.” This is why the second phase of the Punto su di te campaign dedicated to this issue has focused on the gender pay gap, which, according to the Italian average, can reach peaks of 30%, while 1 in 4 women leave their jobs after the birth of their first child.
If the first phase of the campaign raised the issue of sexual discrimination, the second phase denounces an equally discriminatory attitude towards wages on the part of headhunters and employers.
Both the spot, the video, and the print campaign use brilliant, simple, and effective creativity to remind us that we must give women’s work its rightful value.
The commercial was filmed during actual job interviews, using hidden cameras commonly used in television investigations.
The actress involved in the project presented herself at the interviews first as a woman and then, with careful makeup, as a man. Both candidates expressed interest in the position offered, with the same educational background and experience, but of different genders. When questioned about their education and previous work experience, the two candidates gave the same answers. However, when it came to clarifying their salary expectations, despite being the same person and having proposed the same amount, the interviewer declared himself willing to accept the salary request of the male candidate, finding the woman’s request excessive. The woman’s surprised and irritated look, which alone is worth the entire film, highlights with remarkable evidence the injustice that women frequently suffer in the professional sphere.
The final message is clear and direct: “Being a woman is still a complicated job. Let’s give it the value it deserves.”
In the print campaign, a woman holds a 10-euro bill that, however, shows the amount of 7 euros. With a memorable creative language, the pay gap that women suffer, which can reach up to 30%, is highlighted.
The aim of the campaign is to raise awareness and obtain the active participation of everyone, so that women’s professionalism is recognized and valued in terms of greater respect, esteem, and opportunities.
Creativity by Young&Rubicam Italia under the executive creative direction of Vicky Gitto. Audiovisual production by Bedeschi Film, directed by Claudio Gallinella, music by Philippe Abussi, photography and post-production by FM Photographers (Credits).
For the occasion, the portal www.puntosudite.it, which will see a particular collaboration with ValoreD in this phase, has undergone a complete restyling: graphics by Angelini Graphic Design and implementation by E-Motion Web, Real Time group.
