Droga5 enlisted the services of “writer, comedian and vagina owner” Sarah Silverman for a new spot addressing the wage gap for National Women’s Law Center.
Silverman introduces viewers to the wage gap issue, pointing out that over the course of their lives women pay a “$500,000 vagina tax,” before informing viewers that she’s becoming a man, since the operation is actually cheaper than dealing with a lifetime of income disparity. She then introduces National Women’s Law Center’s crowdfunding effort to raise the trillions of dollars American women are cheated out of by gender inequality in the workplace, to be payed back to each of them. Since the goal is basically unreachable, it actually serves as a fund raiser for National Women’s Law Center’s efforts, since they receive the money as a donation if (when) the goal isn’t reached. The video ends by directing viewers to EqualPaybackProject.com, which goes live today to inform visitors about the gender gap and accepts donations to the crowdfunding effort. It’s a clever approach, addressing the absurdity of the issue in a way people are sure to remember.
“Equal pay may not be a sexy issue, but it’s an important one,” Casey Rand, Droga5 creative director, told Adweek. “And it is absurd. Young women need to know what’s at stake. And we knew that to get them to engage, we’d need to play up that absurdity.”
Credits:
Client: National Women’s Law Center
Campaign: Equal Payback Project
Agency: Droga5 NY
Creative Chairman: David Droga
Vice Chairman: Andrew Essex
Chief Creative Officer: Ted Royer
Creative Director: Casey Rand
Creative Director: Karen Land Short
Art Director: Sean Park
Head of Integrated Production: Sally-Ann Dale
Senior Producer: Anders Hedberg
Broadcast Producer: Bill Berg
Executive Technology Director: David Justus
Senior Interactive Producer: Laura Bruskin
Interactive Developer: Phillip Pastore
Chief Strategy Officer: Jonny Bauer
Head of Communications Strategy: Colleen Leddy
Communications Strategist: William deLanoy
Head of Accounts/General Manager: Susie Nam
Account Director: Amanda Chandler
Account Manager: Belle Bonar
Associate Account Manager: Jonathan Weiss
Comedian: Sarah Silverman
Production Company: JASH
Director: Ruben Fleischer
DOP: Jonathan Hall
Executive Producer: Daniel Kellison
Executive Producer: Doug DeLuca
Executive Producer: Mickey Meyers
Producer: Nicholas Veneroso
Associate Producer: Chelsea Gonnering
Associate Producer: Skyer Predergast
Editorial + Post Production: Droga5 Studios
Editor: Matt Badger
Crowdfunding campaign powered by: Tilt
Music: Jingle Punk