Women still earn 22 % less than men in Belgium. Equal Pay Day wants to close this wage gap, with the help of… men.

One of the main reasons why women earn less 22% on average, is because many women don’t work full time in order to have a good work – family balance.

The plan: let men help out more around the house, so women can work full time – and for a full wage - too.

Many people believe the wage gap is something they can’t change. But men can. We wanted to show them what they can do end that doing your part of the housekeeping isn’t unmanly at all.

Direct response:

The campaign launched a public debate on the topic. Minister of Social Economy Van den Bossche was invited to Belgium’s most popular late night show to debate equal rights. This discussion led to a new analysis of the existing situation. The analysis showed clearly that 20% of men don’t make use of paternity leave, even when they have the right to do so.