Female employees in Switzerland earn up to 20% less than men occupying the same position, despite having the same training. To address this issue we used a peculiarity of the German language to our advantage: in German, adding the suffix “-in” to many nouns creates a feminine version of it. We took German names of products that only exist in a masculine form, such as Bohrer (Drill), and added the suffix “-in” (Bohrerin), to create a feminine version of exactly the same product. The feminine version was then advertised 20 percent cheaper. We launched our products in pop-up stores in various Swiss cities. The range of products was advertised in print, outdoor and radio advertising, online measures as well as on teleshopping channels.
