The difference between men’s and women’s wages is the central theme of Burger King’s new campaign, launched this Wednesday (9). Entitled Delivery of 267 Years, the action features names like Evaristo Costa, volleyball player Douglas and singers Rael and Negra Li.
The dynamics of the campaign brings a delivery period of 267 years for orders placed through the fast food chain’s app. The value refers to the estimate of the Global Gender Gap report 2021, which presents a waiting time of 267.6 years as a forecast for equating the values received by men and women around the world.
The campaign film shows the reaction of people, including celebrities and ordinary consumers, when they see the disproportionate time indicated in the activation of the brand.
According to the IBGE (Brazilian Institute of Geography and Statistics), women received 77.7% of the salary of men in 2019.
In addition to this alarming data, Brazil has gone backwards in a global ranking of gender equality released in 2021 by the World Economic Forum.
The country has dropped 26 positions in 15 years and, among 156 nations evaluated, it currently occupies the 93rd position, considering data from 2020. The 2006 study (with information from 2005) showed Brazil in the 67th position.
Created by the David agency, the action also aims to reinforce the company’s ESG commitments in Brazil, announced at the end of 2021.
Currently, says the company, Burger King Brasil has approximately 17,000 employees, with 48% of its leadership in its corporate office composed of women and 51% of female leadership in its restaurants.
According to the company, a global consultancy was hired and attested that there was no significant salary difference between men and women in the workforce.
For Juliana Cury, marketing and innovation director at BK Brasil, the campaign raises important issues that permeate society.
“We believe that our role as an organization and brand is to encourage reflection on such an essential issue as gender pay equity”, says the executive.
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