MindTheGap
MindTheGap NZ approached Māia for communication support in October 2021, with the courageous ambition to address pay gaps in Aotearoa through a campaign to convince big business in Aotearoa to commit to voluntary public pay gap reporting.
Required pay gap reporting has been effective in other OECD countries in reducing pay gaps and this group want to see that happen here for gender, Māori, and ethnicities.
Over just five months, we were able to develop and execute a marketing/communications strategy Line Up for Equal Pay that captured the attention of Government, media, alliance organisations, and the general public, and ultimately drove change.
Our small team crafted a narrative and worked to secure 106 pieces of media coverage along with targeted advertising which resulted in widespread public awareness. We worked with stakeholders across alliance organisations, large businesses, Government and people with lived experience. The result? 47 large businesses committed to pay gap reporting by International Women’s Day, and the Government moved publicly to prioritise pay gap transparency. Our efforts generated an Equivalent Advertising Spend of $5 million.
In May 2023, this campaign won Gold at the PRINZ Awards in the Government Relations and Public Affairs Category.
