Provocative IWD Ads Show How Offensive the World Can Be with 25% Missing

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JWT London drives debate and awareness around the gender pay gap
Provocative IWD Ads Show How Offensive the World Can Be with 25% Missing

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. 

The ads will appear on more than 800 digital poster sites across the UK with media delivered for free by Maxus Global.

James Whitehead, Chief Executive of J. Walter Thompson London, said: “This is an important opportunity to shine a light on a really important topic in society and culture. This work is a catalyst for debate and behaviour 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.”

Research from JWT's Female Tribes’ global Women’s Index study also shows that 53% of women felt they were paid less than men for the same job, and 53% felt it was harder to ask for a pay rise as a woman.

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.


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Media Agency

Media Agency: Maxus

Chief Executive: Lindsay Pattison

Managing Director: Anna Hickey

Creative Agency

Creative Agency: JWT London

Digital Strategy: Pierre-Henry Briec

Executive Creative Director: Lucas Peon

Planner: Dan Cameron

Planners: Rachel Pashley

Creatives: Katia Schutz, Stefan Foster

Categories: Social, Corporate, Social and PSAs

Wunderman Thompson London, 3 years ago