Full-Time Woman

Tapping into the Gender Pay Gap frustration on Equal Pay Day.

Brand: Verve Super

Execution: Out-of-Home (OOH), Digital, Social Media, Print (Canberra Times) 

Role: Concept & Copywriting

The Big Idea: We launched Australia’s worst job ad on LinkedIn, an ad for a role that many women are already doing, highlighting the harsh reality of gender inequality in the workplace. Clicking ‘apply’ redirected readers to a landing page with resources to share with their workplace on how to improve their gender pay gaps.

Result: 264% increase in web visits to Verve Super homepage and 15% increase in joins. 3M impressions, media coverage (Mumbrella & Missing Perspectives), seen in parliament, sparked social media conversation 

Assets: Job ad copy, landing page, Equal Pay Day Toolkit