Since the beginning of human history there has been patriarchal discrimination against women, which persists even now in the modern era.

In the year 2022, an Israeli woman will receive on average 32% less pay for the same amount of labor when compared to her male counterparts

If that’s not bad enough, the Israeli gender pay gap is 10% higher than the European gender pay gap.

On International Women's Day, Domino's decided she had the opportunity to promote justice, and try to influence gender pay inequality.

The mission: to get to the decision-makers' table

The challenge: Create a real commitment to change and not just raise awareness that will disappear a moment after Women's Day.

Men, who have never experienced financial discrimination on the basis of their gender, do not understand the gender pay gap, because they simply don’t see it.

Men, who are also 80% of leading management through all sectors in the Israeli industry.

We thought how we can illustrate the gap in the best way and present it to the right people?

Then the idea came: we decided to deliver pizzas which have two missing slices, representing the existing gender pay gap in Israel.

We sent them to the leading companies in Israel that are already on domino's pizza's weekly delivery route.

On every pizza trey we had an illustration explaining the gender pay gap and QR code leading a petition. A petition that has a clear massage – IT IS TIME TO END THE GENDER PAY GAP!

Dominos thought how to illustrate the gap in the best way and decided to deliver pizzas which have two missing slices, representing the existing gender pay gap in Israel.

The main insight that led Domino's, is the access to the majority of leading companies in Israel.

This access is through regular basses' pizza deliveries made once a week to those companies. There for Dominos decided, to use that access and to get directly to the decision makers' table.

Domino's activity rested on three key principles:

1. To raise awareness to as many people as possible especially decision makers'

2. To the gender pay gap in the most simple illustrates how it feels like to get less.

3. To create a commitment to real change in every company, and to reduce the wage gap in Israel

On international woman's day, Domino's made sure that our special pizza deliveries, ended up with the right people.

So, Domino's delivered to multiple global leading companies, leading figures in multiple fields spanning media, tech, politics, social media.

reaching all the leading figurs, CEO's, politician and board members.

addition to the perfect pizza, on every trey, dominos printed a QR code led to the "equality petition"

By signing the petition, you supports the agenda and actually agree to act in order to to end the gender pay gap.

(soiler: Dozens of companies joined . 12,000 female employees were directly impacted)

The equality petition:

"I, pledge for equality and reduction of gender wage gap between men and women.

I believe, that there is no room for gender discrimination in any part of our lives and in our workplace in particular and all employees should be valued Regardless of race, sex or religion."

From the moment we delivered the special addition pizzas , it spread like wildfire and created a lively on line discourse on the issue, the gaps and the injustice that exists in the labor market.

• 32 companies have signed and pledged the petition

• Hundreds of executives, CEOS's, polticians and leading figures has signed and pledged to fight the gender pay gap

• 12,000 female employees voice of justice was heard and the call for closing the gender pay gap was clear.

• 15 Million impressions

• Total of 1.1M$ earned media value (!)

• Hundreds of shared stories, posts, tweets on Instagram, Facebook , TikTok and Twitter

• We had Multiple appearances on TV current affairs and news programs

(2 appearances as main news stories)

• Main radio stations were extensively reviewed the impact and importance of closing the gender pay gap by Dominos.