Situation According to Global Gender Gap Index 2014, presented at the World Economic Forum, Italy is placed at 69th place of 142 countries regarding gender equality. Brief in Italy , the gender salary gap is a relevant reality, it can be from 7% up to 30% for graduate employees. Objectives in a Country where most people still think this problem doesn’t exist, raise awareness among public institutions, companies and opinion leaders, about this issue.

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”.

Timeline

ON AIR from July 28, 2015 to 31 January 2016

Placement

Web, TV and cinema 30’’ and 60’’, print, posters OOH, web display, website www.puntosudite.it, Facebook https://www.facebook.com/pubblicitaprogresso, YouTube https://www.youtube.com/user/PProgresso