Premiamo la parità - Social campaign for Gender Equality

Premiamo la paritĂ Social campaign for gender equality

Marta Abruzzese Daniela Arienti Valentina Borin Carla Cariello Nadia Conti

Introduction and purpose

02

Project context

03

The commissioner

04

Target

05

Copy strategy

06

Concept

07

Moodboard

08

Project structure

09

Storyboard

10

Pre-production

11

Production

12

Post-production

13

Awards

Content

01

01

Introduction and purpose After research done by Pubblicità Progresso, then become the advertising campaign “Punto su di te” (“I count on you”), it has come to light that in Italy and in the entire world the Inequality between man and woman is strongly felt: it is uncertain if it depends on the diffusion of negative role-model (in private life and thought media),from the stereotype of contemporary society or from a general lack of information and culture. A way to face this problem is bringing it under the public eye with the help of youngster: That is why it has been announced “On the move”, a contest directed to university and high school students, in which they have to create one or more communication projects. This must be about gender gap and it has to propose a positive message , able to encourage a mind changing in the society.

Therefore, the project purpose is the abatement of gender gap in working environment through a campaign with the aim of raising awareness and bringing attention on this issue), addressed, in particular, to employers and managers. Thanks to an interesting metaphor, the video spotlights that women conditions at work are not the same of men. The aim of the short film is not to use a preferential treatment to the “offended part”, but simply to give the possibility to everyone to express their potentiality: the campaign want to call to action who can make the difference.

The main aims of the communication campaign are

situated in feeling and acting area, suggesting an attitude in favor of meritocracy(acting) through a moving metaphor(feeling). Without accuses, the target has invited to do an ethical and rational choice, from which both women and target can benefit.

02

Project context Gender discrimination: definition The gender discrimination is formalized by the 2002/73/CE directive, related to the right of equal treatment for man and women in matter of access to work positions, education, career and work conditions. The CE directive has been acquired in Italy with the Legislative Decree of May, the 30th 2005, n°145, that slightly modifies the Italian ’70 legislation to protect workers from gender discriminations.

The European directive has been extended with the 2006/54/CE directive, approved by the European Parliament, with the purpose of assure the right to equal opportunity and equal pay treatment. The equal opportunity Code, with its later addiction (section 25 and 26), defines the discrimination as: - direct discrimination: where one person is treated less favourably on grounds of sex than another is, has been or would be treated in a comparable situation; - indirect discrimination: where an apparently neutral provision, criterion or practice would put persons of one sex at a particular disadvantage compared with persons of the other sex, unless that provision, criterion or practice is objectively justified by a legitimate aim, and the means of achieving that aim are appropriate and necessary;

- harassment: where unwanted conduct related to the sex of a person occurs with the purpose or effect of violating the dignity of a person, and of creating an intimidating, hostile, degrading, humiliating or offensive environment; - sexual harassment: where any form of unwanted verbal, non-verbal or physical conduct of a sexual nature occurs, with the purpose or effect of violating the dignity of a person, in particular when creating an intimidating, hostile, degrading, humiliating or offensive environment; - pay: the ordinary basic or minimum wage or salary and any other consideration, whether in cash or in kind, which the worker receives directly or indirectly, in respect of his/ her employment from his/her employer; It’s even discrimination when a worker is treated less favourably because he/she has opposed to this discriminations or because he/she has been subjugated through it. The actions concerning the business relationship of the worker victim of this discriminations are invalid if adopted as consequence to the opposition or to the submission to it. Moreover, it has considered discrimination all less favourably treatments by the side of the employer as reaction to a complaint or an action to the purpose of getting an equal treatment for men and women. Furthermore, is

discrimination any less favorably treatment connected to pregnancy, as well as maternity or paternity, also if adoptive.

Global Gender Gap Report

Gender gap level Least

Most

Written annually since 2006 by the World Economic Forum of Geneva, it describesthe extent of the gender disparity in the world. The ranking is based on four main parameters: economic participation and opportunity, educational attainment, health and survival, political empowerment.

In the general raking, Italy has climbed 9 positions, from the 80th place of 2012 to the 71th place on 136 countries. This leap is due to the recent election of women in Parliament. However, Italy has a lower position than the main north European countries in every section. Looking at the data, the labour market is the background in which the gender inequality emerges.

44th place political empowerment

65th place educational attainment 72th place health

97th place economic participation

Women and work The women employment rate in Italy has decreased to the 46,4% in 2009, a figure far from that of European Union (58,6%). Even if the situation was already complicated in the past, the economic turndown of last years has contributed to the worsening of this data. The consequences are mostly noticeable in southern Italy, that has seen almost half of the decrease in female occupation (- 105 thousand women) and that, formely, had low female employment rates. In particular, the occupation rate of low-education women has reduced: it is just over the 20%. (Governo Informa – Dossier, March 8th, 2014)

58.6% employed EU women

46.4 % employed Italian women

41.3 %, unemployed EU women

53.5 % unemployed Italian women

At international level, in Italy and southern Europe the gender pay gap is much less than in United States and United Kingdom and the situation is similar to that of Scandinavian countries. In USA and UK women are paid 25%-30% less than man, but the percentage fall to 10-20% in northern Europe and to 10% in Italy and southern Europe in general. This equality is not real: it depends from the selection of workforce.

The employed women are usually high qualified (for example: high level-education) and there isn’t a strong gender pay gap simply because low qualified women don’t work. Italy is different from the other European countries in its workforce composition: It is the European Country with the lower percentage of employed women with basic-education and it is the third to last for employed women with high or academic education. Considering the problem of workforce selection, the gender pay gap rise to 2530%: the illusory advantage in salary of Italian and southern Europe women is erased. (Governo Informa – Dossier, March 8th, 2014)

Maternity (Istat data of 2012) In 2010 the 64,7% of pregnant women had a work, but the percentage has gone down to 53,6% after two years from the child birth. Because of pregnancy, the 23,8% of women has been fired, to the 15,6% of women have not seen a job contract renewal or their company has closed. The 56,1% of women has said that they have resigned because of pregnancy.

From 2002 to 2012 women who has lost their job have increased of 40%. In 2012 almost one in four mother didn’t have a job within two years from child birth. “It’s an heavy situation that has dragged on for years, it point out that there is a structural problem in job and maternity relation. We can find this problem also in other European countries, the occupation rate decreases for both women with and without children, but is not as strong as in Italy. This is due to the combination of different reasons, mostly connected to the organization of time in personal life, within the family and at work. Ours is a rigid society and the integration has never been strongly chased as in northern countries, in which the entrance of women in the labor market from fifties has induced attention to social policies and service. We got a law about parental leave and infancy service only in 2000, a particular moment of activity that has NOT had an appropriate continuity.” Sabbadini, social and environmental istat statistics department supervisor.

64.7 % employed pregnant women 35.3 % unemployed pregnant women

53,6 %, employed women two years after a child birth 45,4 %, unemployed women two years after a child birth

58,1 % women who have resigned 15,6 % women to whom the contract has NOT been renewed 23,8 % fired women 4,5 % other

03

The commissioner PubblicitĂ Progresso is a foundation operating since 1971(as an association, first, then since 2005 as a foundation) who promotes social communication campaign. Mission: It aims to contribute to the solution of ethical, civil and educational issue in the society, putting communication at the service of the common good.

Company overview PubblicitĂ Progresso Foundation is an institutional non-profit body and today it is one of the most representative organization of communication world and of its experts. With its activity and thank to the ones that appreciate project (Users, professional organizations, companies, media organizations) PubblicitĂ Progresso promotes an high-quality communication as instrument for charity body?, institution and public administration and for nonprofit associations. It demonstrates the needs of a professional intervention in social communication field.

It has contributed to value Italian advertising and its operators.

04 Target The campaign target has been identified when it has been positioned in the work field: Our audience is made by men and women who are in position of power in the business environment and decisionmaker in hiring, passing or rewarding employees.

Because of the topic, it has not been possible to do specific surveys, because it would have returned false results: Unlikely, businessmen will ever confess in public unethical opinion, even if the reality of discriminations is under public eyes.

Primary target:

Secondary target:

employers, manager, administrator and who are in position of power on job.

labor market at any level.

05

Copy strategy Purpose Our communication campaign has the aim of raise primary and secondary target awareness about the lack of impartiality in business between men and women and it wants to demonstrate that the changing is possible and advantageous.

Clearly, although issues as gender pay gap, maternity discrimination and more are well known by the majority of Italians, they are considered as unchangeable facts, not worthwhile to fight.

This is the point that we want to highlight: There is a solution and it needs a tangible gesture to achieve it.

Guidelines The style that we have decided to use is metaphorical and surreal because we don’t want to focus only on the particular situation but , in general, on the discrimination that women face in the business environment. We want to draw the attention of the audience forcing it to meditate, making the communication more memorable and incisive.

Vision The campaign wants to prompt a new way of considering the gender equality on work, inducing to consider it as a moral duty for whom have a position of power and necessary for the realization of wealth and efficiency in business world.

Mission Update the problem of gender gap on work and bring it to the attention of employers and public, leaning on the audience in order to make essential an action against this problem in order to be considered a company that cares about values of Corporate Social Responsibility.

Promise Filling the gender gap in your company, you will contribute to the progression of meritocracy of your own business.

Reason why The worth of a person depends from his/her competences, not from the gender. Foster the gender equality allows the access to high-level positions to whom demonstrate to have the appropriate skills, bringing an obvious benefit for the economic system.

Supporting Evidence Legal aspects: The equal opportunity principle includes the prohibition of discrimination on sex (law n째 0903/77, law n째 125/91 section 4, legislative decree n째 145/2005 letter A and B): - In access to labor market, in any field and with any employment contract

- In vocational training - In professional career - In the assignment of mansions - In payment - In dismissal - In work conditions - In any other aspect of the work relationship Any direct or indirect discriminatory treatment is forbidden.

Positive example In 2007 Sodalitas foundation, aimed at connecting business world and society, has edited, with the collaboration of 7 important companies (Autogrill, Poste Italiane group, IBM, L’Orèal Italy, Pirelli, Roche Diagnostics and Telecom Italia) the handbook “Practice the gender equality in career” : an useful instrument, full of actionable indication in hand to all the companies who want to define and enforce Equal opportunity policies. The “generativity project”, developed in 2008 and 2009, has personally involved professionals from different contexts (companies and non-profits organization) in order to favor a tolerant organizational approach to workers, deleting prejudices linked to maternity and the need of balancing professional and family life.

06 Concept Abstract The key issue of the spot is the stairs metaphor. The story is set in a location equipped with escalators, that have a leading part together with the main characters.

A man and a woman, dressed in formal clothing, are going toward two flight of stairs. In these first scenes it is understandable the analogy between the stairs and the career, in a representation that wants to underline the hurdles that have to be faced.

Nevertheless, a signpost bring the story to a surreal level: the indications suggest to women to climb using the escalator that move down while men are sent to the right one. In the following scenes the two characters go at the same speed, but, while he is standing still, carried by the escalator, she has to climb using the wrong escalator that moves downward. Here we can really understand the metaphor: it represents the gender gap in business world and the difficulties that women have to face to achieve the same results of men.

The tension climax is broken up when someone, outside the scene, stops the escalators pushing the emergency button. This is the call to action, a gesture that wants to invite to stop the gender discrimination at work.

Once the escalators are blocked, both man and woman climb hand in hand the last part of the stairs.

Tone of voice Metaphorical, surreal, mature Insight The competences disregard gender: man and women must be putting in position to express their ability in the best way.

Premia

iamo la parità Claim “Premiamo la parità” (Reward the equality). In Italian language the verb “premiare” mean both “push” and “reward”. Changing the color of the last part of the phrase we can read “amo la parità” (I love equality).

07 Moodboard

08

Project structure Synopsis The story is set in a location equipped with escalators.

A man and a women are going toward them; they wear formal dresses. The escalators are preceded by a signpost: it indicates to women to use the escalator that move down and to men the other one. The protagonists stay still some moments in front of the signpost, then they follow the indication. They move forward at the same speed, but while he is still and the escalator carries him up, she is forced to climb the steps and she seems in difficulty because the stairs move to the opposite way. Someone stops the escalators pushing the emergency button.

The protagonists are about in the middle of the path, they look at each other surprised, then they smile and finish climbing the steps together. When they go away, it appears the claim.

Step Outline - Man and woman walk.

- Man and woman arrive at two escalators and stop.

- Man and woman read the signpost placed before the escalators.

- Man and woman start to climb the stairs at the same time.

- The woman take the flight of stairs that move down, the man took the other one.

- The man is still on one step, it is carried up by the

escalator.

- The woman is forced to climb the stairs because the escalator moves counter.

- Man and woman go ahead up to the middle of the flight.

- Someone pushes the emergency button of the escalators.

- The escalators stop.

- The man loses his balance.

- The man hangs on to handrail.

- Man and woman smile each other.

- Man and woman go toward the top at the same speed.

09 Storyboard

Scene 1

Scene 1b

Women’s feet appears.

Man’s feet come into the framing

Camera Movement: tracking shot on woman steps.

Audio: steps (near), escalator mechanism noise (growing)

Scene 2

Scene 3

Focus on the signpost. Then, man and woman come into the framing and stop without covering the signpost.

The protagonists start still, but immediately they do a step toward the escalators.

Camera movement: focus on the signpost.

Audio: Escalator mechanism noise (near).

Camera movement: fixed.

Audio: Escalator mechanism noise (near, prevalent)

Scene 4

Scene 5

The woman starts to climb the stairs that moves counter.

Man and women move at the same speed, but the woman seems to struggle.

Camera movement: fixed.

Audio: Escalator mechanism noise (near, prevalent)

Camera movement: fixed.

Audio: Escalator mechanism noise (near, prevalent), steps.

Nel mondo del lavoro le donne sono costrette a sforzi maggiori

Scene 6

Scene 6b

Man and women move at the same speed, but the woman seems to struggle.

Informative sentence appears superimposed “nel mondo del lavoro le donne sono costrette a sforzi maggiori� (In world of work women are forced to greater effort)

Camera movement: fixed.

Audio: Escalator mechanism noise (near, prevalent), steps.

Scene 7

Scene 7b

Upper floor Emergency button structure (we can grasp this from the brighter environment).

An hand pushes the button Audio: noise of a pressed button

Camera movement: fixed.

Audio: Escalator mechanism noise

Scene 8

Scene 9

The escalators stop. The man losees slightly his balance, so he hangs on to handrail.

The escalator is still. The protagonists appear surprised. Then they look each other.

Camera movement: fixed.

Audio: escalator mechanism noise stops

Camera movement: fixed.

Audio: none

Scene 9b

Scene 10

They smile each other ( music starts), then they straighten and start to climb at the same speed toward the top.

The protagonists walk in parallel as long as they left the scene..

Camera movement: fixed.

Audio: extradiegetic music.

Premiamo la paritĂ

Scene 11 The claim appears superimposed

Camera movement: fixed.

Audio: extradiegetic music.

10 Pre-production Location In our spot, the location is an extremely important element, because it is essential in creating the atmosphere. We have considered different solution in order to find the most appropriate place for our necessity, from the somber underground area in Garibaldi station to the modern one in Gae Aulenti square. We’ve decided to emphasize the professional atmosphere choosing Gae Aulenti square, with its modern architectures that host many business activities. Furthermore, it gave less problems in enlightenment and from the presence of people. To take our shots, we had to ask a written permission to the building supervisor company, COIMA, and we had to show it more than once to the surveillance staff.

Gae Aulenti Square

Actors To get the right mood, we have searched for two actors (a man and a woman as representation of their gender) with specific feature: young age, a pleasant but not factitious look, appropriate clothing. We did a casting, from which we chose two people, that we quickly contacted to verify their availability and to complete all the formalities.

Dario Brioschi e Lara Portioli

Theatrical Props To realize our spot we had to find some theatrical properties: two briefcase to suggest the business role of our actors, the latter more stylish for her, the former more sporty for him. Moreover, it has been used a signpost, realized by the project team, with the aim of indicate to actors the way they have to take according to their gender. We also had to get a support for it, kindly lent by the Politecnico di Milano library with the intermediation of professor Marisa Galbiati.

Auxiliary instruments We didn’t have at our disposal professional equipment to realize our video, so we thought some solutions to face problems and maximize the result: we made a reflector from a wood panel painted in white; we used a skateboard as dolly to get the actors steps shots, taking advantage from our wood panel to level out the ground and to limit vibrations; we have used a ladder and a stool to reach the best height for the shooting.

Technical equipment data Cameras: Nikon D300, Canon EOS 600D. Lenses: Nikkor AF-S 18-55mm f/3.5-5.6G, Sigma 10-20mm f/4-5.6 DC HSM, Nikkor AF 75-300mm f/4.5-5.6 Others: tripod, table tripod.

Planning Before the shooting, we visited the location to choose the best position to take the shots between the two twin escalators of Gae Aulenti square, taking into account the natural light of the locations. It has been realized some technical sheets, to take under control the different parameters of each scene during the shooting session: subjects, camera position and movement, audio, props and stage costumes and all the technical setting of cameras such as white balancing, focus, format, diaphragm aperture, ISO and lenses.

Technical sheet

11 Production Shooting time The shooting has been done on June, 8th 2015, during the morning. We have realized different shots for each scene, in order to have many options to choose from, with the exception of the escalators stop scene, impossible to be repeated for technical and public order reasons.

Staff coordination The project group has been organized in order to manage time and equipment, dividing among whom had the cameras reasonability, whom had to fill out the technical sheets, whom had to control the shots on computer, whom had to monitor pedestrians.

Problems Considering the location characteristics, an outdoor location open to public, there were some problems: lightening, despite it has been managed at best through cameras and the reflector, had some deficiency due also to daylight and climatic conditions changing; Pedestrians, sometimes curious, sometimes little careful or collaborative, have caused troubles and delays in taking shots. Furthermore sometimes it has been necessary to place tripods and cameras in uncomfortable position, hard to reach, such as the space between the two flight of escalator or at the top of the stairs.

12 Post-production Video The shots post-production has been done with Adobe After Effect, both for editing and compositing for practical reasons. It has been dedicated particular attention to colour correction, done with SA Color Finesse 3. After having put in order the shots according to time sequence, every scene has been cut and adjusted referring to storyboard. With color correction, white has been balanced, levelling out colour temperature in every single scene first and in the editing later. Brightness levels have been corrected through RGB curves. All this actions have helped to align the final result to campaign visual identity.

In particular, the signpost in his backside shots seemed too bright, so we have had to correct it. Furthermore, it has been necessary the elimination of an extraneous presence in the background of a shot: to delete it, we have outlined the actors frame per frame through a clipping mask in order to replace the background.

Audio Concerning audio, our video has two different parts.

The first one has only sound effects, that want to emphasize the surreal atmosphere: there is a steps sound that marks every action until the button is pushed to stop escalators. We have not used the original audio from the shots, but we have chosen some professional sound effects, we have adapted them to our needs through Adobe Audition and we have added to our final cut. In the second part, when the equality is achieved, we have chosen a closing jingle.

Text The official font of our ADV campaign is Helvetica Neue. In the video there are two texts: the first, in the half, invite to think about the gender gap in labor market: “nel mondo del lavoro le donne sono costrette a sforzi maggiori” (In world of work women are forced to greater effort).

The second one, at the end, is the claim “premiamo la parità”, that appear while actors leave the scene.

13 Awards On 30th June 2014 we submitted our ADV campaign to “On the move” contest panel, officed by Alberto Contri, Pubblicità Progresso president and composed by: - Matteo Righi, Hagakure Art Director; - Andrea Di Turi, Journalist from Avvenire and blogger; - Roberto Bernocchi, advertiser Armando Testa; - Gaia Alaimo, P.R. AIESEC (international student association) On 18th July 2014 our “Premiamo la parità” campaign, between 252 other projects, got the first place in spot category.

We have been awarded during the 10th international conference of social advertising on 27th October 2014 and our spot has been broadcasted by the official regional tv newscast.

Polytechnic of Milan - Design school Bachelor degree in Communication Design Design of visual communication project Academic Year 2013/2014