On average, women earn about 80 cents for every dollar men make, and women of color make even less—yet it’s difficult to truly envision how unfair this really is.
We needed to illustrate the absurdity of the wage gap and inspire people to take action, so that pay inequality isn’t something young girls will ever have to deal with when they grow up.
We conducted a social experiment that took the issue to the ultimate experts-in-fairness: kids. In A Scary Truth: The Wage Gap, adorable young trick-or-treaters are outraged when they realize the girls receive less Halloween candy than the boys.
Trick-or-Treaters Experience the Pay Gap in Barkley’s “Scary Truth”
—Ethical Marketing News
Women’s Foundation: A Scary Truth: The Wage Gap
—Best Ads on TV
AAF Award Silver 2018—Film, Video, Sound
increase in organic engagement
increase in social shares
best-performing post of the year
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