Equal Pay Day is a symbolic day that recognises the gender pay gap in the UK.

This is because, on average, women get paid 17.9% less than men. So in 2018, Friday 9th November was essentially the last day the average woman got paid, compared to men.

To communicate our message, we took over 868 digital ad sites and made it look like screens had ‘stopped working’. A totally new use of the medium.

Our idea perfectly mimicked digital error messages, even fooling people into thinking the screens were not working. With one simple error message, we reached almost 1 million people, getting them to stop and notice the glaring error in our society.