The pay gap

In honor of International Women’s Day, JWT created a provocative outdoor campaign called ‘F*** Girls’ using wordplay to the gender pay gap: 25%. Rachel Pashley, creator of JWT’s Female Tribes and Global Planner explained:  “Removing 25% of anything can fundamentally change the meaning, and underpaying women confers an implicit or even explicit message to women as to how much they are valued in society.”

Read about the campaign here.

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