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The pay gap in Australia is at it widest point in 20 years. Yet, 3000 CEO's still reported to the Workplace Gender Equality Agency that they weren't doing anything about it. Our job was to get those CEOs to download the toolkit to analyse their pay gaps. And we knew a letter just wouldn't cut it.
Research shows that when a CEO has a daughter, the pay gap in their company shrinks. So, we created Daughter Water. A drink "scientifically" formulated to do just that - and we sent the water to the CEOs. Sure, it's a ridiculous product. But no less ridiculous than having to wait for a CEO to have a daughter before everyone is given a fair go.
So far we've had over 24.4 million media impressions - and within 6 weeks, 1700 toolkits were downloaded.
I'll drink to that.
The pay gap in Australia is at it widest point in 20 years. Yet, 3000 CEO's still reported to the Workplace Gender Equality Agency that they weren't doing anything about it. Our job was to get those CEOs to download the toolkit to analyse their pay gaps. And we knew a letter just wouldn't cut it.
Research shows that when a CEO has a daughter, the pay gap in their company shrinks. So, we created Daughter Water. A drink "scientifically" formulated to do just that - and we sent the water to the CEOs. Sure, it's a ridiculous product. But no less ridiculous than having to wait for a CEO to have a daughter before everyone is given a fair go.
So far we've had over 24.4 million media impressions - and within 6 weeks, 1700 toolkits were downloaded.
I'll drink to that.