J. Walter Thompson created provocative campaign to drive awareness around gender pay gap | Female Tribes

J. Walter Thompson created Female Tribes to change the cultural narrative around women, and specifically to champion Female Capital – the value that women bring to the world as women.

To drive awareness and debate on International Women’s Day about how women are paid on average 25% less than men, J. Walter Thompson London has created a provocative outdoor campaign using clever word play to drive home just how offensive the world can seem with 25% missing.

James Whitehead, Chief Executive of J. Walter Thompson London, said: “This is an important opportunity to shine a light on a critical topic in society and culture. This work is a catalyst for debate and behavior change and true to #BeBoldForChange on International Women’s day.”

Rachel Pashley, creator of Female Tribes and Global Planner at J. Walter Thompson, said: “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.”

Credits
Advertising Agency: J. Walter Thompson, London, UK
Creatives: Katia Schutz, Stefan Foster
Executive Creative Director: Lucas Peon
Creative Director: Jaspar Shelbourne
Project Manager: Kate Madden
Account Director: Charlie Martyn
Planners: Dan Cameron, Rachel Pashley
Digital Strategist: Pierre-Henry Briec
Media Agency: Maxus
Media Agency Managing Director: Anna Hickey
Media Agency Chief Executive: Lindsay Pattison

Tag: Agency Self-Promo, Creative Print Ad, Print Advertising, Print Campaign, Gender Pay Gap, Female Tribes