As Peru has one of the highest rates of the gender wage gap in Latin America (29.6%), Scotiabank, one of the largest banks in Peru, made a public commitment to change this. With the help of Wunderman Thompson Peru, and on the occasion of International Women’s Day, Scotiabank surprised all its female clients who opened a Payroll Account on March 9 with an equal salary, generating an immediate buzz.
Each female client received an additional 29.6% salary, equivalent to the gender wage gap in the country, with the bank's currency, Scotia Points, bonus points that can be used as real money to purchase or redeem on products and experiences. To determine this additional salary, the bank developed an algorithm comparing female client salaries with a man’s, considering variables such as age, occupation, education and geographic location.
Integrated advertisement created by Wunderman Thompson, Peru for Scotiabank, within the category: Finance.
CEO: Paul Thorndike
CCO: Jose Aburto
Head of Art at Large: Augusto Landauro
ECD: Bruno Reggiardo
DC: Alan Calderón
DA: Diego Izquierdo
Director of Planning: Víctor Garzón
Account Director: Carlos Bernal
Copy Writer: Alan Calderón, Pedro Pablo Bergelund, Eduardo Trelles
Content Manager: Tetsumi Salazar
Producer: Javier Correa
Edition: Karim Vasquez, Augusto Landauro
Animator: Kiliam Montoro, Augusto Landauro
Planner: Denisse Achata
Sound: Audio Post