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Make Them Pay

Award: Wood Pencil

Wood Pencil / White Pencil / Advertising & Marketing Communications / 2014

One taboo question designed to make feminism relevant to a new generation. British women still earn around 20% less than their male colleagues. Over 40 years after the Equal Pay Act was introduced, there’s still a pay gap. A gap that isn’t expected to close until 2057. Make Them Pay was created to close it sooner. It encouraged women to do the most uncomfortable thing they could in business: ask their male colleagues what they earned. A simple question to raise awareness & agitate for change. Supported by the British Prime Minister, Make Them Pay is now driving legislative change in the UK.

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