Creativity

These t-shirts say women are paid as much as men. Wait, what?

Stunt by the National Organization for Women marks Equal Pay Day

By Alexandra Jardine. Published on Apr 09, 2018

Editor's Pick

Today is Equal Pay Day, and to highlight the gender pay gap, the National Organization for Women (NOW) has devised a thought-provoking stunt.

Agency 22squared created a line of t-shirts ("Equalitees") for sale via online retailers including raygunsite.com; blackonblackbk.com; blackanddenim.com and woveprint. They're emblazoned, in several different designs, with the slogan "Women Now Make As Much As Men. About Damn Time." However (as you might have guessed) there's a twist: when they click on the t-shirts to purchase, customers are informed the t-shirts are on backorder until 2119, the projected year for pay equality based on existing data and trends. A separate button lets them donate to NOW.

The "cruel joke" style idea recalls a recent initiative by industry creatives in which bulletproof vests for kids were advertised for sale, leading to a message about gun control, in the wake of the Parkland high school shooting.

"We loved the idea of getting different retailers who aligned with our mission to each put their own spin on the design rather than just creating a single shirt. And the 'backorder' language on the checkout page felt like an unexpected way to drive home our message," comments Matthew Zaifert, creative director, 22squared, in a statement.

See another Equal Pay Day initiative from advocacy group Woman in the Room, which encourages women to send anonymous emails to their bosses demanding pay equity.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

Credits

Date
Apr 09, 2018
Agency:
22squared
Client:
22squared/National Organization for Women
Executive Creative Director:
Kevin Botfeld
Creative Director:
Matthew Zaifert
Associate Creative Director:
Jason Roberts
Copywriter:
Matthew Zaifert
Art Director:
Jason Roberts
Senior Producer:
Sarah Suits
Analytics Manager:
Chris Coomer
Analytics Manager:
Eliott Large
Senior Creative Technologist:
Ryan Srofe
Influencer Marketing Manager:
Ansley Williams
Senior Digital Media Planner:
Ellie Clayman
Assistant Media Planner:
Briana Sanchez
Associate Strategy Director:
Courtney Berkery

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.