National Organization for Women (NOW): EqualiTees by 22squared

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Agency 22squared has partnered with the National Organization for Women (NOW) to mark Equal Pay Day and help close the gender wage gap, with ‘EqualiTees’. The mocked up tee-shirts tout that women are now earning as much as men. The catch is, they’re backordered for 101 years.

In a creative partnership, four online t-shirt retailers known for supporting equality, ‘created’ original t-shirts emblazoned with a long overdue message: “Women Now Make As Much As Men. About Damn Time.” But when shoppers go to check-out, they are informed the t-shirts are on backorder until 2119, the projected year for pay equality based on existing data and trends. A separate button drives shoppers to make a donation to NOW and help close the gender wage gap sooner.

Additionally, influencers who align with the EqualiTees message will drive donations via their social channels.


Client: National Organization for Women

Campaign Title: EqualiTees

Agency: 22squared

Agency Location: Tampa

Executive Creative Director: Kevin Botfeld

Creative Director: Matthew Zaifert

Associate Creative Director: Jason Roberts

Copywriter: Matthew Zaifert

Art Director: Jason Roberts

Senior Producer: Sarah Suits

Analytics Manager: Chris Coomer

Analytics Manager: Eliott Large

Senior Creative Technologist: Ryan Srofe

Influencer marketing Manager: Ansley Williams

Senior Digital Media Planner: Ellie Clayman

Assistant Media Planner: Briana Sanchez

Associate Strategy Director: Courtney Berkery



Black on Black

Black and Denim


Media Partners:





IoT for Good by Entropia Noir

Added 06 December 2019
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