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Call Out the Gap - Campaign Concept
CALL OUT THE GAP
Canadian Women's Foundation
How can we solve an invisible problem? We learn how to see it.
Unfortunately, the Gender Wage Gap is largely an invisible problem, except to those experiencing it. But many women share an unspoken language of microexpressions that identify when they’re experiencing recurring discrimination or harassment – a significant factor of the issue. We just need to learn to see them and read them.
AR technology allows the public to scan billboards with their phones to learn what these microexpressions really look like, what they mean and when they would occur.  

We also wanted to put this information directly into the hands of men, so we created an informational subscription box that would be included in one month's package for Dollar Shave Club and Birchbox Man customers.
The box includes a guide for deciphering female microexpressions and shares information on how men can take smaller, day-to-day actions in their workplace in calling out the Gender Wage Gap.
Music: "Mystery" by Boxed In
Call Out the Gap - Campaign Concept
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Call Out the Gap - Campaign Concept

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Published:

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