There is a pay gap between genders – how can we persuade those in charge to reduce or cancel that gap?
Make it tangible by showing women how much money they’re losing and call on Dutch politicians to place the pay gap between genders on the political agenda.
The pay gap between working men and women in the Netherlands is 18.5%. Women in their twenties should become aware of this before it starts to affect them throughout their career. Yet it remains an abstract topic until made relatable and personal.
Therefore, instead of percentages, this campaign illustrates how much women miss in their entire career: “Where is my €300,000?”
Young women were invited to take an online test to find out how much they risk missing out on during their lifetime, and which decisions can help them steer clear of the gap.
With a minimal media budget, over 30,000 women took the test; TV and news media reported on the topic, and a new bill on equal pay was passed through parliament in 2015.