Change Pays

Putting the spotlight on gender equality in the workforce.

The Challenge

Illustrate that gender equality in the workforce not only makes the world a better place, it makes financial sense.


The Creative Solution

Aimed at a global audience, the “#ChangePays” campaign was conceived to bring S&P’s message to light with more detail, Publicis enlisted the help of 160 girls (and the team at Versus) to put a face to the numbers, using real data to demonstrate that change pays. In all, Versus created a social responsibility campaign consisting of eight live-action spots and eight animated videos for S&P Global.


The Craft

The live-action spots featured 160 girls from all over the world addressing camera with confidence and authenticity, to convey that the numbers tell a different story about equality.  These girls then bring these numbers to life by literally forming a human pie chart that represents the vital statistics that people ignore.  Juxtaposed with building graphics, these spots bring to life the stunning humanity that lies within the numbers.

For the social campaign, Versus showcased that same balance of humanity and information by treating the videos as a canvas, populated by bold, yet fluid visuals where faces and compelling statistics were born out of the S&P brand elements.