Research shows that 70 percent of women who work part-time would want to work more hours but are hindered by various factors. One obstacle is the lack of insight into what working more hours actually yields. Not only your salary determines the amount of money you hold at the end of the month, but also allowances, premiums, mortgage interest deduction, payroll tax credit, and so on.
WOMEN Inc. co-created the WerkUrenBerekenaar (‘WorkHoursCalculator’): an online tool that helps women make more informed choices when it comes to working more hours, yes or no. The tool has arrived. Now how to make it stand out in the dusty world of financial administration?
By launching a campaign that puts real women at the forefront rather than figures and charts. The name ‘Verdienmodel’ makes a wink to both revenue models and human models.
The campaign stars three women with the desire to work more hours, captured in the limelight by fashion and portrait photographer Valentina Vos. Combined with a flashy, calculator-inspired font we add playfulness and a human touch to the always so grey world of finance.
KesselsKramer were responsible for the strategy, name, and all digital campaign assets. In addition, the three women were interviewed in a podcast series, hosted by WOMEN Inc.