Campaign details
Brand: Instituto AzMinaLead agency: J. Walter ThompsonRegion: LATAM
Objective
In Brazil, women still earn, on average, only 70% of what men earn in the job market. And worst of all: a lot of them were not even aware of this fact. So we found a way to let them know about the gender pay gap by using digital platforms, further increasing the project's visibility. The objective was to come up with a creative way to protest against wage inequality, sending out a message to raise awareness of this reality.
Target audience
The...