International Women’s Day was a lot of carefully planned images and status updates but the Chartered Management Institute went a step further and hammered home the gender pay gap among managers using an innovative video strategy.
Facebook Live was used to amplify a panel that discussed gender inequality in the workplace but with a surprise for male viewers (thanks to Facebook’s gender targetting). 22 minutes into the livestream, male viewers were shown a pixelated stream for the remainder of the panel event highlighting the gender pay gap among managers based on data from the CMI’s ‘Mind the Gender Gap’ report. The report puts the pay gap at manager level between male and female salary currently standing at 26.8%. Male viewers were further frustrated by not being able to ask questions or register votes for polls (although they were not told about this until later). Altogether a smart and subtle execution – the full video can be seen at the bottom of post.
Petra Wilton, Director of Strategy & External Affairs for CMI, said: “By disrupting the male viewers’ Facebook livestream, men could experience how frustrating a small thing like a slightly obscured screen can be, which feels particularly unfair when it’s applied simply on the basis of gender. This way we made the point that small, discriminatory and often incidental behaviour, despite seeming minor, all contribute to allowing gender inequality to flourish in the workplace. We believe this is the first time this Facebook hack around gender-based livestreaming has been used in this way so it’s a truly novel way for people to experience gender inequality first-hand rather than just reading about the latest stats. We’re now going to continue using Facebook to tackle this issue with the creation of the CMI Women group. This will become a forum for men and women to crowdsource solutions.”
International Women’s Day was even more poignant this year as strong women across the globe remain in the spotlight thanks to the #metoo movement, President’s Club fiasco, the recent gun tragedy in Florida, the political landscape and strong female leaders. Every year, women come together to show solidarity but also, sadly, to show how much more work there is still to do. Digital can help level playing fields in this struggle and smart strategies like this one can really affect behavioural change if the comments on the livestream are anything to by.
Why it’s hot: Gender equality was all the rage this International Women’s Day as brands looked to unique opportunities to honor the female gender and show their support. CMI found a way to celebrate International Women’s Day while teaching a lesson to those who don’t understand the severity of the gender wage gap.