A women’s organization worked with a Swiss bank to create a machine that dispensed 20% less than the selected amount of male clients.
April 9 was Equal Pay Day in the US where women account for almost half of the workforce and yet are still earning less than men, according to a report by the National Women’s Law Center back in April. A typical woman working full time earns 77 cents for every dollar her male counterpart earns. In Switzerland, women earn around 20% less than men.
To promote “Equal Pay Day” in Switzerland, women’s organization Zürcher Frauenzentrale worked with a Swiss bank and ad agency Publicis Zurich to build an ATM that dispensed 20% less than the amount that the users had asked for — but only if they were men.
In the campaign video, the men were angry when the ATM dispensed less than what they asked for, but they were then informed of the campaign and that the 20% were not deducted from their bank accounts.
The International Women’s Media Foundation (IWMF) worked with Zürcher Frauenzentrale to translate the video into English.