Jill Byrne
Marketing Director at Rothco | Accenture Interactive
Dublin 7, Irlanda
TituloThe Page Gap
Campanha The Page Gap
Anunciante Rothco
Marca Rothco
Data da primeira Transmissão/Publicação
Sector Empresarial Agências de publicidade
Filosofia In recognition of International Women’s Day, creative agency ROTHCO have launched a special campaign to help shine a light on pay inequality and the silence which is fuelling it - ‘The Page Gap’. The agency, part of Accenture Interactive, has developed a collection of bespoke Smythson diaries to send to women of influence in Ireland, the UK and beyond on International Women’s Day, March 8th.

These special diaries include a harsh reality. Seven weeks of the diaries are marked with a large red ‘unpaid’ stamp creating a page gap that mirrors the gender pay gap. Seven weeks is the average number of weeks that women effectively work unpaid relative to their male colleagues*.
The diary includes a bookmark which is placed on March 8th with the message: “It’s not too late to achieve what you want in 2018.” On the reverse there is a clear prompt to break the silence on the gender pay gap: “Like equal pay. Due to the gender pay gap, women work for seven weeks of the year unpaid relative to their male colleagues. On this International Women’s Day we’re asking women to speak up about the pay gap. Talk to your boss, chat to your colleagues, ask the ‘awkward’ questions. Silence is fuelling the gender pay gap”. The message urges these women of power to share their support for closing the gender pay gap using #thepagegap.
Mark #thepagegap in your diary, share your support online, and help to break the silence that is fuelling the gender page gap.

*This figure is based on the 14.1% pay gap that exists in OECD countries
Tipo de Mídia Imprensa e publicações
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