Sending the same person as a woman and as a man to very same job interview and then clearly showing, with no filter, the different the different behaviours of the interviewers towards them.

With a hidden camera we filmed some job interviews, featuring an actress who was involved in the project. Initially she presented herself as a woman, then as a man, thanks to a complete make over, new outfit and changed voice.

Both candidates declared the same educational background and the same professional experience, both of them gave the same answers to the head-hunters.

Yet, when it was the time to talk about salary expectations, it was clear that the head-hunters had a different approach.

The footage of the job interviews was then used to create a docu-film, ending with a call-to-action: “To be a woman is still a difficult job. Let’s give it the right value”.

-140 articles in the press just after the launch of the campaign

-30 minutes of visibility on national and local tv channels

-Earned media: 2,979,000 €

-The social value of the campaign was so high that media owners contacted us to run the campaign on their channels and offered all the media spaces for free.

-Media value: 2.403.000 €

-314 cinemas all over Italy offered media spaces for free.

Political institutions reacted immediately to the provocation created by our campaign. The V.P. of the Italian Government Senate publicly declared: “It’s a campaign which makes people and organisations think. From an idea to action then, thanks to the suggestions on the website this campaign gives relevant support to reach a real gender equality in the job field.”

The social impact was so high that even the Pope felt the the need to address this delicate issue during his Sunday speech in the Vatican.