If a woman gets paid 79% for doing the same job as a man, that means she has to work a longer shift in order to earn the same amount the man received.

The idea of the campaign is to illustrate, through simple demos, the impact of pay inequality; which results in women having to work 21% longer to make the same as her male counterpart.

This last April 12 – official EQUAL PAY DAY – a campaign was implemented in television and radio, using the content style of each medium as a vehicle for dramatizing the issue: we enacted a newscast addressing the subject, where two anchors (one man, one woman) start giving the news, but the man’s work shift is finished before the woman’s – she has to work 20% more time if she is to get the same salary. This was done throughout the country, using local stations in each market.

At the same time, an activation was conducted, focusing on a bill with a $0.79 face value.

The campaign is too new for its effect to be measurable. Nevertheless, when posted on the web the amount of emoticons expressing anger or disbelief, plus the amount of “shares”, indicate it has the capacity to reach an extremely large audience.