If a woman gets 80% 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.

This last April 12 – official EQUAL PAY DAY – a campaign was implemented in television using the content style of the medium itself 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.

A longer, richer version of the “newscast” longer, richer version of the TV spot was edited into a web film which provides more hard data about the issue.

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.