15% less
In 2020, Dutch women still received 15% less salary than men. This didn’t only seem almost impossible to believe; the majority of Dutch CEO’s and HR managers indeed didn’t believe it - and thus also didn’t feel inclined to do something about it. To make them part of the solution, rather than the problem, we made a social campaign specifically targeted at employers. This campaign emphasizes how bizarre a wage gap really is. Online videos and GIFs show women in work-related settings getting 15% less coffee, 15% less lunch, 15% less working material or even 15% less presentation time. It’s all as ridiculous as receiving 15% less money for the same job.
Update: In 2021, the wage gap had lowered to 14%. To point out the fact that this is still absurd, some assets were updated, to be campaigned with once more.
Realised at KesselsKramer
Client: Women Inc.
Designer/Art Director: Stephanie Lüscher
Copywriter: Sophie Rijnaard
Creative Director: Krista Rozema, Rens de Jonge
Director: FromForm
![](https://freight.cargo.site/t/original/i/c109762b0224f2b3330f1530a950ae3bcf2b516a37f09a255371973b149d697d/WOMEN-INC_LOONKLOOF_GIF_FACT_2_1.gif)
![](https://freight.cargo.site/t/original/i/65d1d0c88449f9a8302044b9a7e1078f5800f23d2a87c95ba7c41493aef60d8a/WOMEN-INC_LOONKLOOF_GIF_FACT_1_1.gif)