With the launch of its first women’s collection in April 2018 fashion brand PAISLEY is entering a new era. But it also wants to start a new era for women on a much bigger scale. The unadjusted Gender Pay Gap in Germany is 21%* (Federal Office Of Statistics, 2017).
To change that, german creative hotshot MAYD, PAISLEYs Lead-Agency, started the next big campaign:
FEM is a new currency for women only, which is worth 21% more than any given currency. That means women who pay with FEM get 21% more. To start, Fem is available at the Paisley store where you can exchange your euros for FEM. Like any currency, FEM has its own notes. They are specially designed with several security features to avoid misuse. Each FEM note highlights a historic female figure like Marie Curie, Ada Lovelace, Amelia Earhart, Jane Austin, Rosa Luxemburg and Florence Nightingale, all who helped shape our society and pave the way for all women today.
PAISLEY’S mission is to get as many partners on board to keep this project going until the gender pay gap is no longer a topic that needs addressing. And the interest is already overwhelming with the first stores already requesting to join the initiative.
This professional campaign titled 'The First Currency That Closes The Gender Gap' was published in Germany in March, 2018. It was created for the brand: Fem Currency, by ad agency: MAYD. This Direct medium campaign is related to the Public Interest, NGO industry and contains 7 media assets. It was submitted over 4 years ago.
Advertising Agency: MAYD, Hamburg, Germany
Creative Team: Bahador Pakravesh, Behnaz Pakravesh, Evridiki Kemanes, Alexander Makedonskiy
Illustration: Claudia Cruz
Production: DonDon / Berlin
Sound: The Soundshack, NIGHTKRAFT