Pay should be equal, but women earn 10% less in New Zealand. So, with our digital campaign, we set out to raise awareness of this problem and give people the chance to address it by registering their support for the Pay Equality Bill.

To demonstrate just how much a 10% pay difference was, we sent out a timed email that arrived in people’s inboxes at 1pm during the week. Women earning 10% less than men effectively worked half a day for free every week, so the email told them that for the rest of the day, they’d be working unpaid.

Graphic, hard hitting banners directed viewers to our site demandequalpay.org.nz that reflected the disparity in its very design. The page is divided down the middle, with male signatures on the left and female signatures on the right. After the opening message, the entire right half of the page drops down, offsetting to a lower position. All of the content, logos and even the video player were split to amplify our message of discrimination. For every signature we received the site began to rebalance, lifting the female side higher. As we gathered support, the equality gap on the site closed. When we asked people to donate to the cause on the site, we encouraged male donors to give an extra 10%.