Pay should be equal, but in New Zealand women earn 10% less. So with our digital campaign, we set out to raise awareness of this problem, and give people the chance to address it by registering their support for the Pay Equality Bill.

We used eDM, banners and a microsite to highlight the absurd inequality taking place, encouraging people to act.

The debate received national and international media coverage, on TV news, radio and online. Every touch point led you to the website where you could donate money (men 10% extra) and importantly sign up to support the Pay Equality Bill.

We needed to bring our message into the heart of the workplace. Email enabled us to penetrate an environment that would otherwise have been very difficult to reach.

To support the Pay Equality Bill we needed signatures. Traditionally this would be done in person out on the street, a time consuming task with mixed results. By giving New Zealanders the chance to add their name online, we made it much easier for people to show their support and strengthen the case for pay equality.

The debate received national and international media coverage, on TV news, radio and online. We achieved the following:

Highest email open rate ever for the YWCA

Thousands of signatures were gathered online from both men and women to support the Pay Equality Bill

Donations increased by 22% compared to the previous month

Our activity was the most effective awareness campaign in the history of Auckland YWCA

Most importantly, Labour MP Sue Bradford is now putting the Pay Equality Bill to parliament.