Equal Communications

Two out of three women experience sexism in the workplace. Everyone is familiar with topics like the gender pay gap or women's quotas. However, the problem of a lack of equality in the workplace often begins much earlier: with communication. Terre des Femmes wanted to create greater awareness for this issue.

We made the lack of equality in daily business communication directly tangible. With a radio campaign that highlights the most common phenomena and immediately makes clear: men are often not even aware of their part in it.

Each of the three radio spots addresses a linguistic phenomenon that women frequently experience at work. A woman is always in the foreground. She wants to draw attention to a phenomenon. But then a man interferes, behaving exactly like the phenomenon the woman wants to describe.

In this way, we not only drew attention to the lack of equality in daily business communication – but at the same time showed how it can be done better.