We created an activation to help the Berlin’s public transport company, Berliner Verkehrsbetriebe, raise awareness for their equal pay principles as an employer. On Equal Pay Day, female riders received 21% off BVG tickets to shine a light on Germany’s gender pay gap. Through facial recognition, the BVG ticket machine at Alexanderplatz attempted to assess whether riders were eligible for a discount. In addition to the machine, we produced a recruitment video and social content to spread the message beyond the booth. Starring bystanders and BVG crew, the campaign highlighted the importance of equal pay for Berliners of every gender.