If a woman gets 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.

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.

Direct results are difficult to measure because: first, it only launched on April 12 (Equal Pay Day) and, second, it’s a social interest campaign which desired long term result is to finally achieve fairpay.

Short term desired results of equal pay initiatives, which help raise awareness and drive change, include increase in media coverage and governmental debate; and public figures sharing their experiences to empower other women.

While Equal Pay is expected to take another 118 years it will take little steps to get there. We are seeing more of those lately: the US Women’s Soccer Team suing US Soccer for being paid 40% less; Cindy Lauper changing her famous song to “Girls Just Want Equal Funds"; and, actress Robin Wright (House of Cards) demanding the same pay as her male co-star.

Those are the results we need; the ones that drive change and will make equal pay possible.