The Drum Awards for Marketing - Extended Deadline

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Agency: Rothco
Date: Mar 2018
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In recognition of International Women’s Day, creative agency Rothco has launched a special campaign to help shine a light on pay inequality and the silence which is fuelling it: ‘The Page Gap’.

The agency, part of Accenture Interactive, has developed a collection of bespoke Smythson diaries to send to women of influence in Ireland, the UK and beyond on International Women’s Day.

These special diaries include a harsh reality. Seven weeks of the diaries are marked with a large red ‘unpaid’ stamp creating a page gap that mirrors the gender pay gap. Seven weeks is the average number of weeks that women effectively work unpaid relative to their male colleagues.

The diary includes a bookmark which is placed on March 8th with the message: 'It’s not too late to achieve what you want in 2018.' On the reverse there is a clear prompt to break the silence on the gender pay gap. The message urges these women of power to share their support for closing the gender pay gap using #thepagegap.

Credits

CREATIVE AGENCY

CREATIVE AGENCY: ROTHCO

COPYWRITER: Elaine Joyce

ART DIRECTOR: Orla Byrne

EXECUTIVE CREATIVE DIRECTOR: Alan Kelly

PROJECT MANAGER: Caitriona Coakley

DESIGN DIRECTOR: Shane O’Riordan

PRINT PRODUCER: Willie Byrne

SOCIAL MEDIA: Eadaoin Coyle

MARKETING DIRECTOR: Jill Byrne