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  • SUB CATEGORY :
    USE OF PRINT OR CONVENTIONAL OUTDOOR
  • COMPANY ENTERING :
    HAKUHODO INDONESIA, JAKARTA
  • TITLE :
    #CLOSETHEGAP
  • BRAND :
    SHE RADIO 99.6FM
  • ADVERTISER :
    SHE RADIO 99.6FM
  • AGENCY :
    HAKUHODO INDONESIA, JAKARTA
  • CHIEF CREATIVE OFFICER :
    WOON HOH
  • EXECUTIVE CREATIVE DIRECTOR :
    CHOW KOK KEONG
  • CREATIVE DIRECTOR :
    FAJAR NOOR FATHJRI
  • COPYWRITER :
    VINCE LEE/INDRA IRWAN
  • ART DIRECTOR :
    CHOW KOK KEONG/LOO KOK SENG/WOON HOH/
    FAJAR NOOR FATHJRI/NIKHOLAS ALVIYANTO
  • AGENCY PRODUCER :
    GEMA MUTTAQIN/ALI SADIKIN/FIRSTI AYU
  • ACCOUNT DIRECTOR :
    EUVINE WINARNI
  • CAMPAIGN SUMMARY :
    ON A GLOBAL AVERAGE, WOMEN ONLY MAKE 77 CENTS TO EVERY DOLLAR MEN EARN, ON THE SAME JOB. EQUAL PAY FOR EQUAL WORK? CLEARLY NOT. TILL NOW, THE GENDER PAY GAP REMAINS, INDONESIA IS NOT AN EXCEPTION. THE PANDEMIC HAS SET US BACK EVEN FURTHER.  INTRODUCING #CLOSETHEGAP, A SOCIAL CAMPAIGN THAT’S CREATED TO FIGHT AGAINST GENDER INEQUALITY. A SERIES OF PRINT WERE ROLLED OUT, FEATURING PORTRAITS OF MEN IN VARIOUS CITIES, WITH THEIR OCCUPATION AND ANNUAL PAY. PEOPLE WERE URGED TO SUPPORT THE CAMPAIGN, BY DOWNLOADING FACEAPP, TAKING A PHOTO OF THE IMAGE, CHOOSING GENDER, THEN THE FEMALE FILTER.  SHOCKING TRUTH WAS REVEALED – THE AMOUNT OF PAY WAS REDUCED, SHOWING THE GENDER PAY GAP AND BRINGING AWARENESS TO THE PROBLEM. THE “BEFORE AND AFTER” PHOTOS WERE WIDELY SHARED ON SOCIAL MEDIA. THE CAMPAIGN WAS EXPANDED INTO OUTDOOR AND MOBILE SITE, DRAWING SUPPORT FROM ACTIVISTS DEMANDING ACTION FROM POLITICIANS.
  • THE BRIEF :
    ON A GLOBAL AVERAGE, WOMEN ONLY MAKE 77 CENTS TO EVERY DOLLAR MEN EARN, ON THE SAME JOB. EQUAL PAY FOR EQUAL WORK? THAT’S CLEARLY NOT THE CASE. IN THE 2017 UN GENERAL ASSEMBLY, WOMEN FROM ALL WALKS OF LIFE RAISED THE ISSUE AND MADE THEIR VOICES HEARD. YET TILL NOW, THE GAP REMAINS, AND INDONESIA IS NOT AN EXCEPTION. THE PANDEMIC HAS SET US BACK EVEN FURTHER. SO, THE FIGHT MUST GO ON.
  • THE STRATEGY :
    CHAMPIONING ALL FORMS OF WOMEN’S RIGHTS, SHE RADIO 99.6FM TOOK A STAND. WE UTILIZED NEWSPAPER AND OUTDOOR ADVERTISEMENT, COMBINED WITH THE AI TECHNOLOGY THAT FACEAPP OFFERS, WE PROVIDED AN EXCEPTIONAL USER EXPERIENCE TO HIGHLIGHT THE GENDER PAY GAP ISSUE.
  • THE EXECUTION :
    INTRODUCING #CLOSETHEGAP, A SOCIAL CAMPAIGN THAT IS CREATED TO FIGHT AGAINST GENDER INEQUALITY. A SERIES OF PRINT WERE ROLLED OUT, FEATURING PORTRAITS OF MEN IN VARIOUS CITIES, WITH THEIR OCCUPATION AND ANNUAL PAY. PEOPLE WERE URGED TO SUPPORT THE CAMPAIGN, BY DOWNLOADING FACEAPP, AND TAKING A PHOTO OF THE IMAGE, CHOOSING GENDER, THEN THE FEMALE FILTER. A SHOCKING TRUTH WAS REVEALED AFTER APPLYING THE “FEMALE” FILTER – THE AMOUNT OF PAY HAS BEEN REDUCED. THE GENDER PAY GAP CAN NOW BE CLEARLY SEEN. THIS BRINGS INSTANT AWARENESS TO THE PROBLEM AND THE NEED TO FIGHT AGAINST IT. THE “BEFORE AND AFTER” PHOTOS WERE THEN WIDELY SHARED ON SOCIAL MEDIA TO HIGHLIGHT PAY INEQUALITY. THE CAMPAIGN WAS EXPANDED INTO OUTDOOR, MOBILE SITE, WITH INFLUENCERS AND CELEBRITIES SHOWING SUPPORT OF SOLIDARITY.
  • THE RESULT :
    AN ONLINE PETITION GATHERED A POSITIVE RESPONSE FROM THE PUBLIC. THE RESULTING SOCIAL VOICES AMPLIFIED THE ISSUE, DRAWING SUPPORT FROM ACTIVISTS DEMANDING ACTION FROM POLITICIANS. COLLEGES EVEN USED IT AS EDUCATION MATERIAL, HOPING TO CLOSE GENDER PAY GAP IN THE NEAR FUTURE. #CLOSETHEGAP BECAME A SUCCESSFUL CROSS-PLATFORM CAMPAIGN THAT HAS GAINED THE ATTENTION OF MANY, GIVING WOMEN EVERYWHERE A BIGGER VOICE THAT WON’T GO UNNOTICED.