365.bank is launching an emotional campaign to support pay equality. Let’s give everyone the same euro, he says

The thirty-sixty-five decided to point out an important problem, which is the unfair evaluation of men and women in society. According to calculations, they earn on average one fifth less than men. With the Women’s Euro campaign, it points not only to the unfairness of unequal pay, but also to its causes, impacts on the financial area, as well as possible solutions. The online spot, in which she cast unconventional children in the main roles, is brought in cooperation with Elite / Monday Lovers . Both the bank and the agency were primarily involved in the management and execution of the campaign, which underlines the strength of its overall message.

Until 87% of women feels pressureto be good mothersand, but also female employees at the same time. Today’s times therefore require much more the need for division of laborespecially when it comes to looking after the household or children. The so-called unpaid work in doing so, it performs according to the bank’s data up to 8 out of 10 women. Also for that reason, he has up to 68 % of them lack of time for own self-development and subsequently career growthwhich is a quarter more compared to men. This results from a representative survey(1) of the agency 2muse, which 365.bank commissioned to develop on the occasion of the launch of the campaign.

„As a bank for today’s people, as part of our communication, we deal with many societal topics that resonate today. As part of the Women’s Euro campaign, our goal is to point out the problem of unequal earnings of men and women, its causes, impacts on the financial area, and outline possible solutions. It is precisely this situation that, from the point of view of women, has an impact on poorer savings creation, on their lower financial independence or economic independence, and last but not least, it manifests itself in the form of lower pensions,” says Linda Valko Gáliková, head of PR & internal communication at 365.bank.

Campaign Women’s euro the bank launches today through online spot and will be deployed on social networks, within influencer marketing, in PR and on the zenskeeuro.sk website, during the next four weeks. The timing of the campaign also reflects the bank’s Equal Pay Daywhich every year in the month of October or November reminds of the need eliminate the male-female salary gap. Support is part of other campaign activities Equal Pay Day conferencewhere 365.bank became the main partner.

At the same time, she cast in the main roles of the campaign online video unusual childrenwhich illustrate the main idea of ​​the campaign. “Kids are great in that they can react to the wrongs caused really authentically. Moreover, they do not yet fully understand stereotypes and their unfairness. In the online spot, we wanted to illustrate, in addition to women’s lower salaries, the causes that cause women’s euro. For example, such domestic work (unpaid work) is still strongly the domain of women. And so we had to add a robot in the form of a more demanding coloring book or unsharpened pencils to the girls in our experiment as well. The bonus was that one of the possible solutions to the female euro phenomenon was outlined by the children themselves. Let’s take an example from them,” says Barbora Jurovcová, associate creative director at the Elite / Monday Lovers agency. For a better context, the spot itself is supplemented with statistics based on an exclusive survey by the bank.

At the same time, she undertook the filming of the spot director Iveta Grófováwhich was particularly appealed to by the idea and supporting theme of the campaign and which has extensive experience in working with children’s casts in particular. The interesting thing is that the whole campaign Women’s euro from the beginning, both the bank and the agency were led and executed primarily by womenwhich amplifies the overall strength of its carrying message.

Campaign business card

• Client: 365.bank
• Agency: Elite / Monday Lovers, s.r.o
• Creative Director: Peter Šurín
• Strategy Director: Peter Šurín
• Art Director: Ivan Tichý
• Copywriter Senior: Barbora Jurovcová
• Social Media Manager: Kitti Simon, Dávid Rišiaň, Thalia Earl
• Account Director: Roman Breja
• Account Manager: Annamária Vajsová
• Production: Framehouse
• Executive Producer: Miroslav Tallo
• Production Manager: Natália Pálenikova
• Director: Iveta Grófová

You can watch the spot here: