Kids interrupting your video calls isn't so cute if you're female, says this Equal Pay Day campaign

Belgian organization Zij-Kant is the latest advertiser to highlight the gender chore gap

Published On
Mar 24, 2021

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Belgian women's rights organization Zij-Kant is the latest advertiser to highlight the chore gap between men and women in the pandemic in a campaign created for Equal Pay Day (March 25 in Belgium, although it's today, March 24, in the U.S.)

The work, by agency Mortierbrigade, includes a social video of parents (both moms and dads) being interrupted by their kids on video calls. It moves from some cute little kids and babies on screen with their fathers to footage of harassed mothers fending off older kids zoombombing them and interrupting their meetings. "Being interrupted at work for once is cute," it says. "Being interrupted all the time sucks." It ends with a message to share tasks equally at home, for more opportunities at work.

Share tasks

As well as the video, which was directed by Leander Hanssen Jr at Caviar, two print executions created with photographer Jef Boes depict fathers concentrating on their computers, while the mother and children around them are a blur of mess and chaos, the mother appearing in multiple places as she multi-tasks. The ads are running as posters and print ads in newspapers.

"We wanted the problem to be perfectly identifiable at first glance and make both women and men think, so that everyone understands that this inequality can be avoided by dividing the household tasks fairly," says Mortierbrigade Art Director Toon Vanpoucke in an email.



Mar 24, 2021
Client :
Agency :
Jens Mortier
Executive Creative Director :
Joost Berends
Brand Design Director :
Philippe de Ceuster
Creative :
Morgane Choppinet
Creative :
Toon Vanpoucke
Strategy :
Laura Deknock
Head of Production :
Charlotte Coddens
Producer :
Margaux Mariens
Cross Media Designer :
Kaatje Schreurs
Sophie Bayeul
Photo Production Company :
Photographer :
Jef Boes
Producer :
Lise Everaert
Film Production Company :
Director :
Leander Hanssen Jr
Executive Producer :
Eva Van Riet
Music :
Red Zebra - I Can't Live in a Living Room

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