J. Walter Thompson London

Female Tribes


F*** Girls - #FThePayGap

To drive awareness and debate about how women are paid on average 25% less than men on International Women’s Day, J. Walter Thompson London has created a provocative outdoor campaign using clever word play to drive home just how offensive the world can seem with 25% missing.

With #FThePayGap we wanted to frustrate people everywhere with a simple fact that really infuriated us; women make 25% less than men globally. We started thinking about how we could offend people by taking away 25% from something they see every day to really get them thinking about how insulting the pay gap is.

This appeared across 800 OOH billboards in the UK, along with JWT London social channels under the campaign #FThePayGap.