Two announcers (one man, one woman) begin delivering the same copy at the same time. They warn us that at a given moment, the man will stop talking (and so he does) while the woman has to keep working in order to get the same salary.

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.