BBDO Toronto takes on ‘Pink Tax’ and ‘Mansplaining’ in campaigns for GirlTalkHQ

Last year, BBDO Toronto worked with GirlTalkHQ, a website dedicated to sharing daily news about global female empowerment topics, on a project to illuminate the ‘pink tax’, showing that women pay more for goods and services than men.

The ‘Pink Tax’ campaign brought to light the fact that women pay on average 43% more for goods and services than men pay for comparable items. BBDO Toronto and GirlTalkHQ partnered with a Toronto coffee shop to highlight such biased pricing policies by offering the same coffee at different prices for men and women. It was not unlike what Goodby Silverstein & Partners did in San Francisco with its ’Poverty Line Pricing’ awareness campaign.

Following the stunt last fall, GirlTalkHQ launched a petition asking Canadians to support a ban of the Pink Tax. With the goal of 2,000 supporters reached, GirlTalkHQ presented a formal appeal to prime minister Justin Trudeau and the minister of status of women, Patty Hajdu, asking for the Pink Tax be banned.

GirlTalkHQ has recently come out with a video case study (at top of story) of the ‘Pink Tax’ effort, including showing that it went viral on social media and reached millions of Canadians through news media.

Now, BBDO Toronto and GirlTalkHQ are teaming up again to take on the hot-button issue of ‘mansplaining’ in a radio campaign. ‘Uninterrupted’ is calling attention to the fact that men interrupt women three times more than they do other men.

The spot features a woman breathlessly relating all the ways in which women’s voices go unheard, like statistics citing that men dominate 75% of the conversation during business meetings and that patients interrupt female doctors twice as often.

“The idea of men interrupting women, or ‘manterrupting’, has been a topic of conversation for a while now. Studies about this date back as far as the early 1970s,” said Denise Rossetto, chief creative officer at BBDO. “It’s only been in recent years, that more and more people are speaking up about it and trying to address not just this issue, but the root causes behind it. Which is why it’s so crucial that places, platforms and experiences like exists, and why messages like this one are necessary.”

Since its launch in 2012, GirlTalkHQ has sought to bring to light the everyday practices by people and company alike that undermine equality for women. It is fast-becoming a go-to destination for readers looking for a media site that is fil ling the need for authentic, intelligent and thought-provoking content which represents the current female empowerment movement.

Pink Tax Credits

Title: Pink Tax

Client: GirlTalk HQ

Creator & Editor-in-Chief: Asha Dahya

Creative Agency: BBDO Toronto

SVP, Chief Creative Officer: Denise Rossetto, Todd Mackie

VP Associate Creative Director: Derek Blais

Art Director: Jess Toye

Copywriter: Britt Wilen

VP, Group Account Director: Rebecca Flaman

Production Company: Mad Ruk

Director: Michael Lavers

Director of Photography: Dmitry Lopatin

Executive Producer: Andria Minnot

Assistant Producers: Gabby Morton Jones, Iva Golubovik

Uninterrupted Radio Credits

Title: Uninterrupted

Client: GirlTalk HQ

Creator & Editor-in-Chief: Asha Dahya

Creative Agency: BBDO Toronto

SVP, Chief Creative Officer: Denise Rossetto, Todd Mackie

Senior Copywriter: Jamie Spears

Senior Art Director: James Leake

VP, Group Account Director: Rebecca Flaman

Agency Producer: Beatrice Bodogh

Audio Production: Ricochet Audio

Audio Production Manager: Mike Rosnick

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