BVG, the Berlin train service, developed a fantastic campaign called “Mind the Gap” together with Media Monks in March of this year.
The idea was simple. In Germany females earn 21% less than men, and therefore on the “Equal Pay Day” in Germany they offered females daily, monthly and yearly tickets at 21% less.
A brilliantly smart campaign, which highlighted the issue from Berlin to the rest of the world.
BVG: Mind the Gap from MediaMonks on Vimeo.