Publicis: The fairest ATM in Switzerland
March 7 was International Equal Pay Day. To mark the occasion, Publicis, working with the Zurich Women’s Center, demonstrated how unpleasant it is to be paid less because of one’s gender—using an ATM that dispensed less money to men.
The principle of gender equality has been enshrined in the Swiss Federal Constitution since 1981. Despite the 32-year legal obligation, the pay gap between men and women in Switzerland is still striking. Women earn around 20 percent less than men for the same education, performance and position. This is a problem that is not limited to the wage gap alone, but also extends to the lack of pension fund contributions.
According to the agency, the majority of male decision-makers in our country are still doing little to combat this discrimination. That's why, on behalf of the Zurich Women's Center, they conducted an experiment that was - in principle - fair, but which seemed pretty unfair to men: on March 7, the International Day of Action for Equal Pay, they turned the tables and ensured justice in the place that hurts men the most: ATMs.
When they were only paid out 80 percent of the amount they wanted to withdraw, their reactions ranged from shaking their heads to horror. However, the receipt that the ATM spat out at the end quickly put an end to the experiment: On International Equal Pay Day, the stronger sex was to experience for once what financial discrimination feels like, according to the agency.
Responsible at Frauenzentrale Zürich: Andrea Gisler (President), Sandra Plaza (Communication & Marketing). Responsible at Publicis: Roger Rüegger, Ralph Halder, Lars Bloechlinger (Creative Directors), Conny Jaeger (Senior Art Director), Ivan Madeo (Text Concept), Barbara Lagger (Consulting), Beni Kaegi (FFF).
