Domestic violence affects 1 in 4 women in Germany and millions of others around the world. But because people don’t pay much attention to statistics, brand used one of Berlin’s icons to raise awareness of this problem: the photo booth.

Together we can #ChangeThisPicture

Credits
Brand: Terre Des Femmes
Advertising Agency: DDB Berlin, Germany
Managing Creative Director: Myles Lord
Executive Creative Director: Gabriel Mattar
Creative Director: Ricardo Wolff
Art Director: Jose Gomes
Copywriter: Pedro Lourenco
Production Company: Polyxo Studios
Videographer: Zhong To / CuBird
Account Team: Andrea Razeto, Ben Maass-Stalp, Larissa Braun, Sanja Colli, Tim Jüngling

Tags: Facial recognition system, Technology, Bruise Automat

The average salary difference between men and women is referred to as the gender pay gap. According to the Federal Statistical Office of Germany, women earn 21% less than men on average.

There is an unadjusted and adjusted pay gap. The latter takes into account the structural differences regarding the employment of men and women. For example, women are more likely to work in social, lower-paid occupations, work part-time more often and are less likely to have managerial positions.

The adjusted pay gap is 5.5%. Hence, the pay gap in Germany is vast compared to other European countries, with only Estonia and the Czech Republic having a more significant difference.

Jung von Matt/SAGA and Terre Des Femmes’s Gender Salary Experiment proves that gender plays a much bigger role than one would care to admit. In the world’s first, the non-profit organisation sent three transgender people to a job interview twice: once as a man and once as a woman. Two almost identical resumes were developed so that the “two” candidates bring the same skills and experience to the table. The interviews were filmed with hidden cameras, showing how women are treated differently than men, especially regarding their paycheck.

Credits
Campaign: Gender Salary Experiment
Advertiser: Terre Des Femmes
Agency: Jung von Matt Group
Production Company: Jung von Matt AG, Hamburg
Production Company (additional): e+p films GmbH, München
Public Relations Agency: Achtung! GmbH, Hamburg

Violence against women is not always just physical. Language can also be violent. Verbal violence against women is heard, liked and celebrated millions of times – and so it is part of our everyday life and our language.

The #UNHATEWOMEN aims to raise awareness that verbal violence against women prepares the breeding ground for further forms of violence against them. The aim is to create awareness of the problem in dealing with misogynistic language. Activating the media is also intended to increase the pressure on politicians to take measures against the spread of misogynistic language. Terre des Femmes calls for the consistent fight against and prosecuting hate crime against women on the Internet.

The idea:
with a viral campaign video #UNHATEWOMEN beats the rappers with their weapons: their lyrics. Read by women and free from thumping beats, there is only one thing left of many songs: sheer misogyny. #UNHATEWOMEN uses the social channels popular with the rap stars to spread the campaign video and to call for solidarity under the hashtag. On YouTube, the organization placed quotes as pre-rolls in front of precisely those music videos from which the misogynistic texts were taken.

Terre des Femmes calls for the systematic fight and prosecuting hate crime against women and girls on the Internet.