A new U.K. campaign highlighting Equal Pay Day visualizes the gender pay gap by representing it in a new coin.
Agency Mr. President partnered with women's networking organization SheSays to create the coin, which looks like a one-pound coin but on closer inspection says it's worth 82 pence. It aims to highlight that women in the U.K. earn an average of 82 pence for every pound earned by men.
A run of 100 "Pay Gap Pound" coins has been minted and sent to influencers and influential businesswoman like former P&G marketer, Ann Francke, Chief Executive of the Chartered Management Institute, so they can share their virtual Pay Gap Pound coins using the hashtag #paygappound. The campaign is also being shared by SheSays’ 50,000 members worldwide.
The idea was devised by Mr. President creatives Elliott Tiney and Anders Wendel with graphics, web build and social activity run by the London team of SheSays.
"The Pay Gap Pound coin is a physical representation of the inequality women are still facing in 2019," said Laura Jordan Bambach, chief creative cfficer and co-founder of Mr. President. "By allowing women to generate the Pay Gap Pound for their industry we are making it personal… Because there is nothing more personal than the cash in your pocket. At the current rate it will take 60 years to close the pay gap. With so many cases of pay inequality in the courts right now, and movements like #MeTooPay capturing public attention, there’s never been a better time to shout about the issue and demand change. ”