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Zambezi | Creative Brief | Strategy
TL;DR
The Ask:
As part of UKG’s partnership with the NWSL, develop an inspirational campaign to:
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Raise awareness of pay inequity in the workforce with a nod to its impact in sports
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Generate awareness of UKG’s Close The Gap Initiative and drive further action to close the pay gap
The Opportunity:
Providing equal opportunity for all is at the heart of creating great workplaces.
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"As an organization whose purpose is people, UKG knows that an individual’s income impacts every aspect of life, including their health, wellness, family, and future."
Close the Pay Gap:
Audience:
Our primary target are executive level decision makers (ELDM) at companies with 1000+ employees: C-suite, President, Treasurer, Finance, General Manager, HR Director, etc. This is an audience that has the opportunity to elevate their workplace and current UKG customers across company categories.
My Role:
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Researched trends, audience. and competitive landscape surrounding the gender pay pay
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Helped put together creative thought starters and jumping off points
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Helped to craft the strategic approach and opportunity for the campaign
Strategic Approach:
Prove UKG’s unwavering pursuit for equal pay through what we say and what we do.
The Challenge:
The 18 cents that women lose is worth a lot, for every dollar a man in the U.S. earned in 2020, a woman made $0.82.
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There are three main obstacles that are roadblocking progress:
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1. Lower standards
2. Gender bias
3. State of the economy
This historic partnership makes UKG the first-ever title sponsor of the NWSL Challenge Cup, increasing the Cup bonus pool tenfold in 2022, and the total pool will more than double again in 2023. The 2023 UKG NWSL Challenge Cup will be the first-ever women’s professional soccer tournament to achieve pay equity with their U.S. peers in the men’s game.
To help tackle a huge issue like the pay gap, we need to see
what's standing in the way of inequality
Women are not given equal resources
Underfunding has been a persistent problem for decades – and it’s prevalent across industries, whether it’s subpar equipment for female athletes or lower odds of receiving funding for female-led startups.
Unconscious bias remains a real problem
For mothers and women of color, earnings are not equal. It’s been found that some employers may view motherhood as a signal of lower levels of commitment and professional competence but working fathers may be viewed as having increased work commitment and stability.
Economic realities hinder women's trajectories
We now have 760,000 fewer women in the labor force since the beginning of the pandemic. Inflation, now at a 40 year record high of 9.1%, impacts the power of women's paychecks.
With the odds stacked against women, how can we balance the pay scales?
UKG's Close the Pay Gap initiative aims to achieve pay equity by educating, contributing funds, and more
We now have 760,000 fewer women in the labor force since the beginning of the pandemic. Inflation, now at a 40 year record high of 9.1%, impacts the power of women's paychecks.
But change takes time
When silence is a major culprit in the workplace,
using our voice is more important than ever
Our audience and amplifier
ELDM's can lead change from the top
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They’re in a position to impact pay within their respective executive roles of C-suite
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They are natural leaders and advocate for change whether it’s fundraising or involved in civic engagement
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They possess shared UKG values such as social tolerance, social responsibility and desire for equality
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They are very much plugged in and enabled to share content they’re passionate about
Building off the 2022 partnership announcement
Last year we announced our partnership with the NWSL, but this year the 2023 UKG NWSL Challenge Cup will be the first-ever women’s professional soccer tournament to achieve pay equity.
We want to build off the excitement of last year, while focusing this communication on the equity and support of the players in the league (vs the league as a whole).
Within pay equity mentions, we see all corners of culture - because truly, pay equity impacts all
We are stronger together than the sum of its part, when we think about all the players we have to close the gap
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Single-minded strategic proposition
Prove UKG’s unwavering pursuit for equal pay through what we say and what we do.
Amplify UKG’s Close the Gap Initiative to inspire and educate on pay inequity
Tap ELDMs and ambassador athletes to advocate in our equal pay efforts
Strategy overview
Action items that will amplify the UKG pay equity movement
Comms Rollout
Creative
Strategy Team:
Account Team:
Creative and Production Team:
Natalie Gomez: Director, Integrated Strategy
Alyssa Tigue: Group Account Director
Faye Armstrong: Senior Producer
Cat Marsh: Strategist
Rachel Lynn: Account Supervisor
Kara Pierce: Director, Integrated Production
Lauren Northcott: Senior Project Manager
Matt Sherman: Group Creative Director
Laura Lapham: Associate Creative Director
Julie Soluri: Associate Creative Director
Haley Renschen: Junior Art Director
Breauna Abiad: Junior Copywriter