Not much has changed over the last decades.

Due to sex stereotyping women are still pushed towards housekeeping, so men can pursue a career.

With all due consequences: 125 years of evolution… and women still earn 20% less than men.

So we used the typical washing powder commercial.

Badly dubbed, abounding in stereotypes, and full of clichés.

Where the missus takes care of the household, with a smile.

But by simply pressing a button you can switch to the alternative version.

A version where you can discover: THE UNDUBBED TRUTH.

The images are exactly the same but now, in the undubbed version, we can hear what she’s really saying.

We switch from the clichés to reality

From stereotypes, to more assertiveness.

The campaign invited women to speak up on #speakupepd

...

The online platform was shared 23.000 times in Belgium alone

It encouraged women and men to put an end to stereotyping,

To raise their voice in all media on equal payday

And close the wage gap.

Equal Pay Day.

Women in Belgium still earn 20 procent less than men, in the same job.

The whole idea behind Equal Pay Day is to activate people. The main target are women off course. We wanted to incite them to speak up more often. This campaign gave them the tools to bring their opinion to the attention of politicians and society, by spreading the message through social media.

The campaign wanted women to speak up. That's why we developed a concept that played with the codes of advertising, where many gender clichés come from.