In Switzerland women receive the same education as men but not the same job opportunities, e.g. 2 women per 100 men in senior management positions. The idea: A doppelgänger campaign showing a woman in two different jobs. Because the job you have, depends on the opportunities you are given. E-boards and lenticular mailings led to HEKS’ website which provided advice on equal opportunities.

The “doppelganger campaign” dramatizes how one’s job depends on the opportunity given by the employer. The multi-level “chain letter” addressing the issues of equal opportunity in Switzerland made it possible to reach the maximum number of target audience at a low cost.

During the campaign, which lasted from May 5. to June 30. 2014, the site received 11’605 visitors (of which 9957 were unique visitors) of 2.3 million overall internet users in Switzerland. The approximate visiting time was 00:41 seconds per session.