BVG : Mind the Gap
2019
The brief
Berlin’s public transport company, Berliner Verkehrsbetriebe sought to create an activation to raise awareness for their equal pay principles as an employer.
What we did
On Equal Pay Day, female riders received 21% off BVG tickets to shine a light on Germany’s gender pay gap. Through facial recognition, the BVG ticket machine at Alexanderplatz attempted to assess whether riders were eligible for a discount. In addition to the machine, we produced a recruitment video and social content to spread the message beyond the booth. Starring bystanders and BVG crew, the campaign highlighted the importance of equal pay for Berliners of every gender.
