I designed this public service advertisement campaign to raise awareness about the gender pay gap that persists in professional environments. The result is a graphic representation of the gender pay gap between women and men.
I was tasked with designing this campaign after being assigned a topic to raise awareness for, which turned out to be a topic I would have happily chosen given the choice. Feminism and women’s rights hold importance to me personally, and I did my best to represent them with this project. It needed a logo and required deliverables to apply it to, which include a print advertisement, a social media post, and a guerrilla advertisement. I began by searching online and reading about the wage gap and statistics related to it, and eventually discovered that there is a day each year that delineates how much more women must work to earn the same salary men earned the previous year. I chose to represent this incongruity by designing a logo based on an equal sign, but with unequal bars, each bar visualizing the different lengths of time. The “Equal Pay” logo also became the main focus of the advertisement series along with supporting text about the wage gap. Below are the rest of the advertisements in the campaign, which include the logo, social media post, and guerrilla marketing ad:
All photos and mockups used under Fair Use for educational purposes.
