This Ad Shows That Women on Currency is Only a Symbolic Change
Christopher Magsambol — November 5, 2015 — Marketing
The US Treasury announced that a new ten dollar bill will be in circulation, featuring women on currency. When the announcement was made, names of iconic and prominent women were immediately offered.
The #TheReal10 campaign however took a different approach, and demanded that we not only seek symbolic change, like women on currency, but actual gender equality in paid wages. The campaign made faceless bills for women to put their own picture on, but the bill was worth 7.80 to show that women are only paid 78 percent of what men are. The commercial brilliantly depicts this data, with more facts that suggest black and Latina women are paid even less. The ad does a great job of pointing out the staggering gender gap in US wages. The campaign believes that putting women on currency is merely a symbolic move, but the real issue lies in the continuing pattern of unequal pay.
The #TheReal10 campaign however took a different approach, and demanded that we not only seek symbolic change, like women on currency, but actual gender equality in paid wages. The campaign made faceless bills for women to put their own picture on, but the bill was worth 7.80 to show that women are only paid 78 percent of what men are. The commercial brilliantly depicts this data, with more facts that suggest black and Latina women are paid even less. The ad does a great job of pointing out the staggering gender gap in US wages. The campaign believes that putting women on currency is merely a symbolic move, but the real issue lies in the continuing pattern of unequal pay.
Trend Themes
1. Gender Pay Gap - Opportunities for disruptive innovation in creating solutions that address and close the gender pay gap.
2. Symbolic Change Vs. Actual Change - Disruptive innovation opportunities in developing strategies that bridge the gap between symbolic change and actual gender equality in wages.
3. Raising Awareness Through Creative Advertising - Disruptive innovation opportunities in utilizing creative advertising campaigns to raise awareness about gender disparity and unequal pay.
Industry Implications
1. Finance - Opportunities for disruptive innovation in developing financial products or services that promote gender equality in wages.
2. Marketing and Advertising - Disruptive innovation opportunities in creating impactful ad campaigns that effectively address gender inequality in the workplace.
3. Advocacy and Non-profit - Opportunities for disruptive innovation in leveraging technology and data to support advocacy efforts towards closing the gender pay gap.
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