{"id":192842,"date":"2025-04-19T13:44:00","date_gmt":"2025-04-19T13:44:00","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/whats-the-secret-to-business-success-working-with-underpaid-women-says-zijkant-in-new-campaign-marketing-communication-news\/"},"modified":"2025-04-19T13:44:00","modified_gmt":"2025-04-19T13:44:00","slug":"whats-the-secret-to-business-success-working-with-underpaid-women-says-zijkant-in-new-campaign-marketing-communication-news","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=192842","title":{"rendered":"What\u2019s the secret to business success? Working with underpaid women, says\u00a0ZIJkant in new campaign \u2013 Marketing Communication News"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div itemprop=\"text\">\n<p class=\"has-text-align-center\"><em>Created by mortierbrigade \u2013 a by The Network member \u2013 and directed by Czar\u2019s Lionel Goldstein to mark \u2018Employee Day\u2019 in Belgium, the tongue-in-cheek spot highlights the gender pay gap in Belgium and around the world<\/em><\/p>\n<p class=\"has-background\" style=\"background-color:#fff9e2\">Behind every successful man stands a woman, goes the age-old saying. But <a href=\"https:\/\/www.zijkant.be\/\" data-type=\"link\" data-id=\"https:\/\/www.zijkant.be\/\" target=\"_blank\" rel=\"noreferrer noopener\">ZIJkant<\/a>, a progressive women\u2019s movement dedicated to wage equality in Belgium, and its agency <a href=\"https:\/\/mortierbrigade.com\/\" data-type=\"link\" data-id=\"https:\/\/mortierbrigade.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>mortierbrigade<\/strong><\/a> \u2013 a <a href=\"https:\/\/bythenetwork.com\/\" data-type=\"link\" data-id=\"https:\/\/bythenetwork.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">by The Network<\/a> member -, are taking the maxim one step further \u2013 with a darkly humorous campaign suggesting that behind every successful male employer stands an entire workforce of underpaid women.<\/p>\n<p><iframe loading=\"lazy\" title=\"Show women the respect they deserve\" width=\"840\" height=\"630\" src=\"https:\/\/www.youtube.com\/embed\/2bUIaWUpbWM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Launching on Employee Day [17th April 2025], previously Secretary\u2019s Day, in Belgium, the campaign is led by a 90-second film. Directed by Lionel Goldstein through Czar, the parodic spot introduces Jef, a self-proclaimed feminist boss and newly anointed Manager of the Year. In a series of blackly comic scenes, Jef proudly reveals the secret to his profitability: a team made up entirely of women, who are high-performing, dependable and, more importantly, 20% cheaper. Handing out roses instead of bonuses and overseeing \u2018motivational\u2019 staff star jumps in the office, he cynically explains: \u201cWomen earn less money. Why would I employ a man?\u201d with the female staff\u2019s deadpan reactions adding more awkward humour.<\/p>\n<p>But behind the surreal comedy lies a serious statistic: in Belgium, women are still paid 20% less than men, in only a 1% drop from 2024. Despite promising starts, women are continuing to fall behind under the weight of family responsibilities, missed promotions, and unbreakable glass ceilings. Alongside this, proposed government measures \u2013\u00a0<a href=\"https:\/\/www.equalpayday.be\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.equalpayday.be\/en\/<\/a>\u00a0\u2013\u00a0 risk worsening the situation by increasing job insecurity and making working conditions even tougher.<\/p>\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/marcommnews.com\/wp-content\/uploads\/2025\/04\/Hero-Image.jpg\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/marcommnews.com\/wp-content\/uploads\/2025\/04\/Hero-Image-1024x683.jpg\" alt=\"\" class=\"wp-image-83895\"\/><\/a><\/figure>\n<p>By highlighting the continuing discrepancy and complacent attitude of employers, the campaign is part of <a href=\"https:\/\/www.zijkant.be\/\" data-type=\"link\" data-id=\"https:\/\/www.zijkant.be\/\" target=\"_blank\" rel=\"noreferrer noopener\">ZIJkant<\/a>\u2019s mission to achieve real wage equality by advocating for concrete actions to make work more balanced, more livable, and fairly paid. This includes supporting reduced working hours, better parental leave, accessible childcare, and more transparent salary rules.<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cBy using irony, we want to highlight that wage inequality and sexist stereotypes are still very much present in the workplace. What better moment to do that than on \u2018Secretary\u2019s Day,\u2019 recently renamed \u2018Employee Day\u2019? We chose this date to emphasize that it\u2019s not just about gender equality, but about respect and recognition for every individual\u2019s work,\u201d<\/em>\u00a0<strong>says Julie Van Garsse, director, <a href=\"https:\/\/www.zijkant.be\/\" data-type=\"link\" data-id=\"https:\/\/www.zijkant.be\/\" target=\"_blank\" rel=\"noreferrer noopener\">ZIJkant<\/a><\/strong><\/p>\n<\/blockquote>\n<p>The new film launches today across national TV and online platforms. It follows ZIJkant\u2019s previous campaign,\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=Ip3_jhwrWjc\" target=\"_blank\" rel=\"noreferrer noopener\"><em>An Inconvenient Question<\/em><\/a>, which aired on Equal Pay Day last year to highlight wage inequality in Belgium.<\/p>\n<p><strong>Source<\/strong>: <a href=\"https:\/\/mortierbrigade.com\/\" data-type=\"link\" data-id=\"https:\/\/mortierbrigade.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">mortierbrigade<\/a><\/p>\n<p class=\"posttags\"><i class=\"fa fa-tags\"\/>\u00a0\u00a0<a href=\"https:\/\/marcommnews.com\/tag\/advertising\/\" rel=\"tag\">Advertising<\/a>, <a href=\"https:\/\/marcommnews.com\/tag\/belgium\/\" rel=\"tag\">Belgium<\/a>, <a href=\"https:\/\/marcommnews.com\/tag\/by-the-network\/\" rel=\"tag\">by The Network<\/a>, <a href=\"https:\/\/marcommnews.com\/tag\/campaign\/\" rel=\"tag\">Campaign<\/a>, <a href=\"https:\/\/marcommnews.com\/tag\/employee-day\/\" rel=\"tag\">Employee Day<\/a>, <a href=\"https:\/\/marcommnews.com\/tag\/marketing\/\" rel=\"tag\">Marketing<\/a>, <a href=\"https:\/\/marcommnews.com\/tag\/mortierbrigade\/\" rel=\"tag\">mortierbrigade<\/a>, <a href=\"https:\/\/marcommnews.com\/tag\/zijkant\/\" rel=\"tag\">ZIJkant<\/a><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Created by mortierbrigade \u2013 a by The Network member \u2013 and directed by Czar\u2019s Lionel Goldstein to mark \u2018Employee Day\u2019 in Belgium, the tongue-in-cheek spot highlights the gender pay gap in Belgium and around the world Behind every successful man stands a woman, goes the age-old saying. But ZIJkant, a progressive women\u2019s movement dedicated to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":192843,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[907,13503,12974,8402,1820,75029,2209,11260,75028,5614,313,1600],"dealstore":[],"offerexpiration":[],"class_list":["post-192842","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-business","tag-campaign","tag-communication","tag-marketing","tag-news","tag-sayszijkant","tag-secret","tag-success","tag-underpaid","tag-whats","tag-women","tag-working"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What\u2019s the secret to business success? Working with underpaid women, says\u00a0ZIJkant in new campaign \u2013 Marketing Communication News - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=192842\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What\u2019s the secret to business success? Working with underpaid women, says\u00a0ZIJkant in new campaign \u2013 Marketing Communication News - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Created by mortierbrigade \u2013 a by The Network member \u2013 and directed by Czar\u2019s Lionel Goldstein to mark \u2018Employee Day\u2019 in Belgium, the tongue-in-cheek spot highlights the gender pay gap in Belgium and around the world Behind every successful man stands a woman, goes the age-old saying. 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