Research shows that 70 per cent of women who work part-time would like to work more hours but are prevented from doing so by a number of factors. One obstacle is a lack of insight into what working more hours actually means. It is not just your salary that determines how much money you have at the end of the month.

To help women make more informed decisions about whether or not to work more hours, we helped WOMEN Inc. launch the WerkUrenBerekenaar ('WorkHoursCalculator'). This online tool calculates what working more hours will actually yield, taking into account allowances, bonuses, mortgage interest deductions, payroll tax credits and so on.

To make the tool stand out from the ever-grey world of finance, we created a campaign that features women who want to work more hours instead of numbers and charts. Wrapped in a flashy, calculator-inspired typeface, the name 'Verdienmodel' is a nod to both revenue models and human models. Next to social videos, and digital assets, the women were interviewed in a podcast series.

Agency: KesselsKramer