Talented Ladies Club rolled out a guerrilla outdoor and social #PayFair campaign challenging the sponsors of UEA Euro 2022 to address their own gender pay gaps before claiming to be legitimate champions of women and women’s sport.
Timed to leverage the 6 July kick-off, the campaign, created in harness with agency Truant London, calls out the official tournament partners to address their own – often fairly large – gender pay gaps.
The research underpinning the campaign was drawn largely from the latest gov.uk data which reveals the sponsors’ pay gaps within their organisations mean they are underpaying their female staff.
The sponsor pay gaps reported in the campaign are as follows:
> For every Euro a man earns at Booking.com, a woman earns just 58 cents.
> For every Euro a man earns at TikTok, a woman earns just 70 cents.
> For every Euro a man earns at Volkswagen, a woman earns just 85 cents.
> For every Euro a man earns at Adidas, a woman earns just 86 cents.
> For every Euro a man earns at Visa, a woman earns just 88 cents.
> For every Euro a man earns at LinkedIn, a woman earns just 80 cents.
The campaign highlights the hypocrisy of the sponsors’ tournament marketing messages and activations and criticises them that it is ‘disappointing enough that women are still battling a significant gender pay gap at these companies without them having to witness them publicly championing equality’.
Amongst these sponsor campaign brand claims are:
> Booking.com’s mission to “make it easier for everyone to experience the world”.
> VW claims that “women are changing the game and they work just as hard as men.”
> Visa’s creative includes the sentiment “when more of us play, all of us win”.
> LinkedIn VP Ngaire Moyes states that their sponsorship sees ‘LinkedIn champion a gender equal world that’s diverse and inclusive…’
According to Talented Ladies Club: “Sadly, it seems that many companies today are far more interested in investing time and money in promoting the concept of an equal world, and sharing idealistic campaigns that champion fairness, than they appear to be in actually being fair to their female workforce and paying them the same salary as men for the same work. So whichever team wins the UEFA Women’s Euro 2022 campaign, it appears that women are ultimately the losers today – still.”
The campaign content pieces each address a different sponsor and use the statistics to change the logo of the event these organisations are sponsoring and calls on these brands to put their money where their mouth is and #PayFair.
The campaign began digitally with a web post before rolling out across social media and OOH in London during the tournament.
Hey @adidas, you sponsor the #WomensEuros2022. But for every Euro a man earns at your company, a woman earns just 86 cents. Isn’t it time to close the #genderpaygap and #PayFair? https://t.co/Nb2h4N93mJ pic.twitter.com/WZgpjyHd0N
— Talented Ladies Club (@TalentedLadies) July 25, 2022
Hey @tiktok_us, you sponsor the #WomensEuros2022. But for every Euro a man earns at your company, a woman earns just 70 cents. Isn’t it time to close the #genderpaygap and #PayFair? https://t.co/Nb2h4N93mJ pic.twitter.com/LCETyfpXmU
— Talented Ladies Club (@TalentedLadies) July 25, 2022
The campaign was created for Talented Ladies Club Founder Hannah Martin by a team at agency Truant London which included Creatives George Bartlett and Charlie Lindsay, Designers Emily Forrester and Ramsey Chapman, Head Of Hype & Culture Lennie Hughes and Project Managers Georgina Shipp and Lois White, with media handled by Jack Arts.
Comment
This is a powerful, thought-provoking campaign running amidst all the largely unquestioning positivity around UEFA Euro 2022 and one that certainly generated plenty of B2B, B2C and C2C conversation and reaction.
Women’s Euro 2022 sponsors called out by #PayFair ads for @TalentedLadies Club. https://t.co/WqssztTR9i responded that it “does not have a gender pay gap for like-to-like roles”… sigh. #genderequality #genderequalpay pic.twitter.com/ymjarBbE51
— APPRAISAL (@APPRAISAL_Film) July 26, 2022
@truantlondon have created a brilliant campaign – #PayFair. The campaign has called out sponsors of the #womenseuros2022 who have large gender pay gaps.
Reminds me of what @PayGapApp (@alifensome and @franwritescopy) did earlier this year for #IWD. pic.twitter.com/mn71pkGO8u
— Liv Bennett (@Liv_ARBennett) July 27, 2022
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