LUNA Bar Equal Pay 2019

LUNA Bar, a brand of nutrition bars, championed equality in the US by creating a publicity campaign that saw it pay the women's national soccer team the difference between theirs and the men's soccer team's World Cup roster bonus.

Situation analysis

The U.S. Women's National Soccer Team players are trailblazers in and beyond the world of soccer, acting as role models for women everywhere. In 2016, the USWNT made history by demanding equal pay, however, many inequalities still remain.A U.S. soccer player, woman or man, named to a World Cup roster receives a bonus. Currently, the women receive $31,250 LESS than the men. On April 2, Equal Pay Day, LUNA Bar announced it was closing the players of the USWNT's World Cup roster bonus pay gap by giving each of the 23 women named to the 2019 World Cup...

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