Germany

New concept of the German Equal Pay Day successful: 
Key performance indicators doubled, 764 events throughout Germany

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The German Equal Pay Day on the 23rd of March 2012 was organized with a successful, new concept by Business and Professional Women Germany. The project is financially supported by the German Federal Ministry for Women for raising awareness of the gender wage gap, which is 23% in Germany.

The new Equal Pay Day concept in Germany

The new concept includes concentration on one annual focus issue, the Forum Equal Pay Day Germany, the Equal Pay Day Office Germany and the Equal Pay Day toolkit.
  • The annual focus issue, ?Wage calculation? in 2012, themes one of the gender wage gap reasons to orchestrate a nationwide, homogeneous action day and to avoid the impression of insolubility because of too many gap-reasons. The interest in ?Wage calculation? was high; already 455 of 764 events were arranged with this motto.www.equalpayday.de/veranstaltungen/aktionslandkarte/
  • The Forum Equal Pay Day is a series of conferences for opinion leaders and meant to spread the focus issue during the whole year by following a top-down strategy. The opening Forum took place in the German Federal Ministry for Women in Berlin, followed by a Forum in Wiesbaden, Nurnberg and Aachen. More than 200 decision makers visited the conferences. The project leader of the Forum Equal Pay Day is Mrs. Christel Riedel.www.equalpayday.de/kontakt/
  • The Equal Pay Day Office is the main capacity center according the gender wage gap. It answers upcoming questions about the pay gap, supports the Forum and all activists with information, documents, merchandising products and the toolkit. The coordinator of the EPD Office is Mrs. Dagmar Schwarz.www.equalpayday.de/kontakt/
  • The Equal Pay Day toolkit is an information and pattern collection relating to the annual focus issue and contains various examples and
  • BPW Germany istMitglied in der International Federation of Business and Professional Women. 2008 zeichnete das Netzwerk für die Einführung des Equal Pay Day, des internationalen Aktionstages für Entgeltgleichheit zwischen Frauen und Männern, in Deutschland verantwortlich.
  • documents. It helps the activists to organize a standardized EPD event quickly while maintaining its unique core. The most wanted tool was the PowerPoint presentation ?Wage calculation? and its specific page ?From the gender wage gap to the gender pension gap?. www.equalpayday.de/toolkit/

Doubling of the KPI´s illustrates the success of the new concept

In comparison to 2011 the key performance indicators could be at least doubled.
  • The number of registered Equal Pay Day events rose from about 370 in 2011 to 764 in 2012. Equal opportunity commissioners, political parties, women?s confederations, economic associations, trade unions, employers and companies arranged outside actions, panel discussions, lecture, cinema shows, demonstrations, flashmobs, workshops and 23%-off-discount-campaigns. The local BPW clubs were important ambassadors for the new annual focus issue. Highlight actions took place in Berlin (Demonstration at the Brandenburger Tor with Deutsche Gewerkschaftsbund DGB, Deutscher Frauenrat, BPW Germany and many various activists), Munich (Alliance of 36 associations in the Munich City Hall) or Frankfurt (Smartmob with red bags).
  • Media announcements in print, Internet, radio and TV increased from about 2000 news in 2011 to 5000 in 2012. The EPD was focus issue in top-media, such as nationwide newspapers and broadcast stations like ZDF/ARD (TV), die ZEIT (Newspaper), Süddeutsche Zeitung (Newspaper) and Frankfurter Rundschau (Newspaper). But also the information density on local basis was high, as shown by the boost of announcements. Many of the news focused on the new, annual issue ?Wage calculations?.

Equal Pay Day Multichannel Marketing

Up to date marketing and communication tools were applied to support the Equal Pay Day campaign.
  • The website www.equalpayday.de is a fundamental tool to provide detailed information for the general public, the media and BPW members. It holds Google top positions referring the main search keywords and is the most important German website about the gender pay gap.
  • BPW Germany istMitglied in der International Federation of Business and Professional Women. 2008 zeichnete das Netzwerk für die Einführung des Equal Pay Day, des internationalen Aktionstages für Entgeltgleichheit zwischen Frauen und Männern, in Deutschland verantwortlich.
  • The official Equal Pay Day Facebook websitewww.facebook.com/equalpayday has also doubled its friends and shares fast information on the running project, the wage gap and gender issues during the whole year.
  • Over 10 000 visitors viewed the German Equal Pay Day spot ?Gleicher Lohn für gleichwertige Arbeit? youtu.be/mMbvGwHyMDA
  • The Equal Pay Day Journalissuu.com/www.equalpayday.de/docs/equal_pay_day_journal_2012/1 is a complete magazine focusing on ?Wage calculation?. Many famous publicists and opinion leaders demonstrated their solidarity with the project by writing an article.