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 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