UN Women #stoptherobbery
Globally, women still make 23% less than men, and it will take 70 years to close the pay gap. In recent years, the gender pay gap conversation has drawn short-lived attention before fading from public consciousness.
To create lasting impact, we decided to elevate the conversation at the center of divisive discourse in 2016—Twitter.
We reframed the gender pay gap as the biggest robbery in history and exposed it as a crime that needed to be stopped. We launched the #stoptherobbery campaign with Patricia Arquette and Abby Wambach at the UN General Assembly.
The first ever Twitter robbery leveraged the platform’s iconic 140-character limit, blacking out 23% of each tweet, creating a visceral reminder of how women are robbed every single day.
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