2020/2021 Winners & Shortlists

Why is this work relevant for PR?

In 2017, Standard Chartered Bank pledged for gender pay equality. Beyond internal implementation, they wanted to change mindsets. The conversation starter had to be a cause that needed attention. Like art, where women artists are paid 47.6% less than men. SCB launched 'The Art Gap Exhibition' in the centre of World Art Dubai, the largest art fair in the Middle East. 19 artists left 47.6% of the canvas blank, showing the extent of gender discrimination. It brought government officials, media, influencers and the masses face-to-face with the bank’s cause. Event coverage spread the message worldwide. And a movement was born.

Background

Standard Chartered Bank is ‘Here For Good’. A brand’s promise to improve the communities it operates in. And they walk the talk: In 2017, they instituted the Fair Pay Charter, pledging to pay men and women equally. In 2019, they were recognized on the Bloomberg Gender-Equality Index for the fourth year. To go beyond supporting female empowerment initiatives across the bank, our brief was to come up with a creative to raise awareness for gender pay equality among CEOs and CFOs in the UAE. One alarming fact surfaced: A global study led by the University of Oxford – Saïd Business School highlighted that works by women artists sell for 47.6% less than those by men. The press reported it. Then the world moved on. Objective: Use the disparity in art to draw attention to the wider inequality.

Describe the creative idea (20% of vote)

On 8 March 2019 - International Women’s Day, companies showcased their women staff. SCB announced the Art Gap Exhibition. If women are going to be paid 47.6% less, they will paint 47.6% less. SCB brought together a collective of 19 Emirati and expat women artists from 11 nationalities to add their voices to the global gender parity conversation. They showcased their best art pieces, but this time, incomplete. They painted 47.6% less of their canvas, matching the exact percentage of their pay gap. People forget statistics. But the blank space on the canvas highlighted what the world would miss if it didn’t treat women and men equally. The sum of 19 incomplete paintings created a powerful visual statement that to raise awareness for gender pay inequality across industries. The Art Gap Exhibition was an action taken by bold women, creatively leveraging scientific research to bring about change.

Describe the PR strategy (30% of vote)

Insight: Gender pay equality stories are always about percentages, never human interest. There were more than 175K mentions of #PayGap on twitter alone in the past three years. Google #fempowerment and enjoy a myriad of smartly-crafted CSR initiatives and communication campaigns. All this talk has resulted in more talk. But attitudes need to change. Key message: Women need to be paid fairly, not just in art but across industries. Target audience: Government leaders, CEOs, women influencers, artists, general public. Our aim was to change biased mindsets, worldwide. The World Art Dubai exhibition would be visited by key dignitaries, influencers and HNWIs from C-suite who invest in art. The media would be there to cover this annual event and our unexpected presence would allow us to own the spotlight and extend the conversation from art to gender pay equality.

Describe the PR execution (20% of vote)

8 March: On International Women’s Day, companies showcase their women staff. SCB took an action-oriented approach by announcing Art Gap on social and in press. 24 March: Art Gap needed credibility, therefore an independent Instagram account was created after special dispensation. Artist statements and videos raised awareness online (content). 25 March: Invites were sent to government officials and gender equality supporters. Media were invited for CEO and artist interviews. 2 March: VIPs who confirmed were given speaker slots at the opening seminar of World Art Dubai. This would attract stray news media to our exhibition. 3 March: After the highly-attended seminar, there was a VIP reception for the bank’s top 50 clients, to meet the artists and support their cause. Visitor interviews were captured for content. 3-6 March: Visitors signed the Pledge Book to support gender pay equality. Young artists were given incomplete canvases to add their voices to #ArtGap.

List the results (30% of vote)

Tier 1: International Media - BBC Arabic, Thomson Reuters, VICE Arabia, 8 World (China), Thrive Global Regional Media - Dubai One TV, Al Hurra TV, China Arab TV, Zee TV English Press: Design TAXI, Toronto Sun Times, Gulf News, The National, Khaleej Times, Emirates 24/7, Branding News, Zawya, What’s On, TimeOut Dubai, Arabic Press: Al Bayan, Emarat Al Youm, Al Khaleej, Al Ittihad   USD 1.4million in earned media   All media highlighted gender pay equality as a predominant message, portrayed SCB in a positive light and helped highlight the bank’s global efforts for gender pay equality awareness.   Tier 2: +10,000 visitors attended, including dignitaries like Director-General of the Dubai Department of Information, Deputy CEO of the Securities & Commodities Authority, senior representatives from UN Women, the British Foreign and Commonwealth Office and UK Trade Commission.   Change in attitude: +7,500 pledges for equal pay during the exhibition.   +20million social media impressions, with regional influencers sharing on their own initiative.   On invitation, the exhibition moved to the prestigious Dubai International Financial Centre (24 April - 8 May).   Art Gap is now a movement, with exhibitions planned at Oxford University and key markets to bring each country’s pay gap to the heart of the conversation: South Korea 34.6%; India 29%; Pakistan 48.4%; Kenya 65%, Indonesia 40.6%.