Jose Aburto
Responsable de la création at Wunderman Thompson
Lima, Pérou
TitreBank on Equality (Film Case)
Agence
Campagne Bank on Equality
Annonceur Scotiabank
Marque Scotiabank
Date de première diffusion/publication
Secteur d'activité Services bancaires, investissements, services boursiers
Philosophie As Peru has one of the highest rates of the gender wage gap in Latin America (29.6%), Scotiabank, one of the largest banks in Peru, made a public commitment to change this. With the help of Wunderman Thompson Peru, and on the occasion of International Women’s Day, Scotiabank surprised all its female clients who opened a Payroll Account on March 9 with an equal salary, generating an immediate buzz.

Each female client received an additional 29.6% salary, equivalent to the gender wage gap in the country, with the bank's currency, Scotia Points, bonus points that can be used as real money to purchase or redeem on products and experiences. To determine this additional salary, the bank developed an algorithm comparing female client salaries with a man’s, considering variables such as age, occupation, education and geographic location.

The official digital campaign from Wunderman Thompson Peru to celebrate International Women’s Month includes Instagram stories, Facebook PPV, and mailings. The campaign also includes posters and window displays on all Scotiabank branches, brochures, and promotional materials.

Scotiabank’s Gender Equality drive is not new and knowing the company cannot face this problem by itself, in March 2019, in alliance with other organizations like PWC (PriceWaterhouse Coopers), Aequales, El Comercio and Wunderman Thompson, it launched the first edition of the “Egalitarian Prize” (www.premioigualitario.com), an initiative that recognizes companies for innovative practices that contribute to the reduction of the gender wage gap. More than 62 companies have participated in this initiative, including PEPSICO, LATAM Airlines, Western Union, Procter & Gamble, Telefonica, Laboratoria, among many others. On March 12, the best practices for gender equality will be recognized in an awards ceremony, looking to inspire more companies to commit on closing the gender wage gap in the country.
Type de média Relations presse et relations publics
Longueur
PDG
Responsable de la création
Head of Art
Directeur de la création
Directeur de création
Directeur artistique
Planning Director
Directeur de clientèle
Concepteur / rédacteur
Concepteur / rédacteur
Concepteur / rédacteur
CONTENT MANAGER
Producteur
Monteur
Animation
Animation
Monteur
Planneur stratégique
Son
Responsable de la publicité (annonceur)
Director of Communications
Marketing Director
Brand Director
Analyst

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