#Leaveat343
growing Up gracefully, ABC TV

Social Media Campaign, Video Content, Integrated Campaign

Overview: We needed to create buzz around the premiere of our TV show Growing Up Gracefully online. So, we launched a unique solution to something we knew Australians loved talking about; the gender pay gap. We figured that if you minus the 16% gender pay gap from an eight hour work day, women in Australia are only being paid until 3:43pm. So hosts Hannah and Eliza Reilly​ reckon women of Australia should #LeaveAt343.

Challenge: The gender pay gap in Australia remains a significant issue, with women earning on average 16% less than men. However, many people either aren't aware of this disparity or believe it's a myth. We needed to create awareness and spark conversation about this complex issue in a way that would engage and resonate with a wide audience.

Approach: Instead of presenting dry statistics, we used humor and a catchy musical number to illustrate the pay gap in a relatable way. By suggesting that women should "leave at 3:43" - the time that represents when women effectively stop being paid compared to men in an 8-hour workday - we created a simple, memorable concept that encapsulated the issue. We backed up the creative concept with verifiable statistics from the Australian Bureau of Statistics and the Australian Taxation Office, giving credibility to our message while maintaining an entertaining approach.

20k comments and 8.5 million views on Facebook

Results: With nearly 20k comments and 8.5 million views on Facebook and half a million views on other platforms, the campaign far exceeded expectations in terms of reach and engagement. The campaign successfully sparked widespread discussion, even among those who disagreed with the concept, we brought the issue of the gender pay gap and Growing Up Gracefully into public conversation.

Growing Up Gracefully on ABC TV doubled time-slot share of age groups 25-34 and 35-49 demographics. Increased the time-slot average by 25%. A social media sensation, other skits from the series reached over 40 million people on Facebook alone, with #GrowingUpGracefully trending nationally on Twitter - reaching over 3.5 million people during the show's premiere season on ABC TV. As well as sales in over 10 countries.

elizareillycreative@gmail.com
+61468433000