Tackling the Gender Pay Gap 

Group: Claire Allman, Kristen Allen, Nicole Fernandes, Jake Kirk, Jennifer Martinez, Rebecca McNerney, Mengyao Zhang, Jobert Adan 

Type: Summer Intern Project at Team One

 

With Energy…

      In the summer of 2015, I was fortunate enough to be selected among 8 interns out of 200+ applicants at Team One. Our internship lasted 10 weeks, which we spent energetically tackling an internship project assigned by the agency on top of regular duties in each of our respective departments. The challenged we were issued was to start a conversation among milennial men or women about the pay gap in the work place. The rough structure of the project was this: 

    Week 1-2: Research

    Week 3-4: Brief Development/Insight

    Week 5-7: Creative Development

    Week 8: Presentation

 

With Versatility…

      The interns were originally split into 2 groups. My group (Claire, Mengyao and Nicole) picked milennial males as our target audience. In our research we found that a majority of managers were males and that trend would continue. So our goal was to make those males aware of the inequality before they got to those positions. We also wanted to emotional target them by showing them that their significant others such as their wives, girlfriends and mothers were facing this problem.

      During the 5th week of program we were again challenged by our creative mentors and HR. We were asked to combine groups and focus on one creative idea. This was great experience since clients will ask us to drop a lot of hard work and work on a new idea. We worked out the logistics and overcame this curveball. 

 

With Creativity… 

       The idea inspired by our research and talks with our creative mentors was to target celebrities and show the wage gap between male and female actors. Other creative ideas we came up with were projection mapping buildings, long-form and short form video content, a symbol to rally behind, a month of targeted communication in April and many more.