On average, women are still paid just 80% of what men are paid. So on Equal Pay Day, we partnered with several online retailers to “create” t-shirts in their own brand style proclaiming that “Women Now Make As Much As Men. About Damn Time.” The catch? When shoppers go to check-out, they are informed that the shirts are backordered until 2119, the projected year of pay equality. A separate button drove shoppers to a National Organization for Women donation page to help close the gender wage gap sooner.

 

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CLIENT  // National Organization For Women

AGENCY // 22squared

ROLE  // Executive Creative Director