In Canada, women make 89 cents on the dollar compared to their male counterparts. Though we are slowly moving towards closing the gender wage gap, 89 percent of the way there is simply not good enough.
We noticed that it’s easy for men to brush off the wage gap because it doesn’t directly affect them. To truly realize the impact, they need to tangibly feel the frustration of being only 89 percent equal.
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The “Almost Isn’t Good Enough” Shave
We partner with local barbershops in Toronto to give 89 percent haircuts and shaves and film the act in a hidden camera-style.
The clientele will come in for their regular cut and/or shave, but at 89% completion, their barber will duck out for a minute to leave the man to sit with his unfinished cut.
After a good wait, a message is displayed in LED on the mirror in front of the customer. It reads:
Satisfied with your cut? You’re 89 percent of the way there. Women in Canada still only make 89¢ for every $1 men earn. We’re almost there. But almost isn’t good enough, is it?
When the barber returns, he points to the hidden camera and explains the situation. With the participant’s consent, a portrait photo of the unfinished cut is taken and used in our social extensions.
The “Almost Isn’t Good Enough” Shave
We partner with local barbershops in Toronto to give 89 percent haircuts and shaves and film the act in a hidden camera-style.
We partner with local barbershops in Toronto to give 89 percent haircuts and shaves and film the act in a hidden camera-style.
The clientele will come in for their regular cut and/or shave, but at 89% completion, their barber will duck out for a minute to leave the man to sit with his unfinished cut.
After a good wait, a message is displayed in LED on the mirror in front of the customer. It reads:
Satisfied with your cut? You’re 89 percent of the way there. Women in Canada still only make 89¢ for every $1 men earn. We’re almost there. But almost isn’t good enough, is it?
When the barber returns, he points to the hidden camera and explains the situation. With the participant’s consent, a portrait photo of the unfinished cut is taken and used in our social extensions.
Microsite
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Because women’s razors are more expensive than men’s,
Gillette will pledge to match the price of their Venus line to their men’s counterpart.
OOH Ads
Gillette will pledge to match the price of their Venus line to their men’s counterpart.
