Patricia Arquette’s inspiring 2015 Oscars speech was at the center of debate about equal pay. But since then, talk of the gender pay gap died down.

We decided to elevate the conversation at the center of divisive discourse in 2016—Twitter. The platform’s newly established anti-harassment stance, combined with its growing popularity as the center of debate for women’s rights made it the most powerful medium for our message.

On March 13th, we launched the #stoptherobbery campaign with Patricia Arquette and Abby Wambach at the UN General Assembly to an audience of world leaders and equal pay advocates.

The campaign got at the root of the issue and exposed the pay gap for what it was—the biggest robbery in history. To drive awareness, we robbed people of users’ tweets, creating a visceral reminder of how women are robbed every single day.

The gender pay gap affects women across the globe. So, we chose the biggest stage in the world to launch our initiative—the UN General Assembly.

Launch: We launched the #stoptherobbery campaign on March 13th at an event for the Commission on the Status of Women at the UN, days after International Women’s Day, and exactly 23 days before the United States’ Equal Pay Day. We partnered with the most visible and vocal equal pay advocates in the world, Patricia Arquette and Abby Wambach to bring the robbery to life.

Collaboration with Twitter: The campaign kicked off with Abby and Patricia tweeting at the event. Leveraging the platform’s iconic 140-character limit, we blacked out 23% of each tweet, robbing a limited resource that people had come to expect. This created a jarring visual representation of the pay gap the world couldn’t ignore.

Reach: Within 24 hours, major publications and broadcast channels had

The UN #stoptherobbery campaign didn’t just start a conversation around the pay gap, it got the world to recognize it as a crime that needed to be stopped.

Within a month of launch, the campaign got over half a billion (578,872,949) media impressions with actors, activists, athletes and policy makers from all over the world tweeting and standing in solidarity with our initiative. In total, we robbed Twitter of nearly 100,000 characters, showing the world what it feels like to be robbed of 23%. People from 192 countries participated, making this a campaign with a truly global reach.

The campaign garnered over $5 million dollars in earned media, all with a $0 paid media spend. By redefining the pay gap as a robbery, we accomplished much more than an awareness message, we gave the world:

“A powerful new weapon in the fight against gender inequality.”