Elle (UK) is encouraging women to ask for a pay rise via a website created by Mother London, as part of a project by the fashion magazine to "rebrand feminism."
Mother also collaborated with feminist magazine Feminist Times (formerly Spare Rib) on the campaign, called "Make Them Pay." British women earn on average 15 per cent less than their male colleagues, a gap which is unlikely to close until 2057, according to Elle. The creative encourages women to a visit a website, www.makethempay.co.uk, which will go live on Wednesday 2nd October. Women will be able to input their salary, and the site will calculate how much more their male counterparts are getting. Users can then, if they like, get the site to send an email to their boss asking them for a pay rise.
As part of the "Rebranding Feminism" project, linked to a feature in Elle's November issue which comes out this week, the magazine also worked with Wieden + Kennedy on a social media campaign aimed at challenging gender stereotypes. Women are asked to post a picture on Twitter or Instagram with the hashtag #imawomanand, followed by a phrase that defies stereotypes. W+K worked with the founders of Vagenda, a feminist blog. Another agency, Bravo, commissioned artist Jinan Younis to create a flowchart aimed at bringing women to the logical conclusion that they are feminists, even if they don't consider themselves so.
The campaign has been endorsed by several British ministers, including deputy prime minister Nick Clegg and equalities minister Jo Swinson.