Creativity Gender Equality Marketing & the Marginalized

22squared partners with National Organization for Women to mark Equal Pay Day with ‘EqualiTees’


By Kyle O'Brien | Creative Works Editor

April 10, 2018 | 3 min read

The gender wage gap takes center stage today (April 10) in a new campaign to draw attention to Equal Pay Day, and it shows that equal pay is still potentially a long ways off.


EqualiTees draw attention to gender wage gap

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 back ordered for 101 years.

In a creative partnership, four online tee-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.

The tee-shirt retailers participating are Raygun, Black on Black, Black and Denim and Woveprint.

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

“We loved the idea of getting different retailers who aligned with our mission to each put their own spin on the design rather than just creating a single shirt. And the ‘backorder’ language on the checkout page felt like an unexpected way to drive home our message,” commented Matthew Zaifert, creative director, 22squared.

Sarah Suits, senior producer, 22squared added: “EqualiTees is a novel and impactful way to bring awareness to a part of our culture that simply should not exist.”

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

By National Organization for Women (NOW)

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