WOMEN’s last workday

The Challenge: Each year, a large group of unions join forces to create a campaign called Kvindernes Sidste Arbejdsdag (women’s last work day) to create awareness of the gender pay gap. The Danish Equal Pay Bill was passed in 1976, but the pay gap remains at 13,5% as of 2021. This pay gap translates to women working for free from the 17th of November 2022 and for the remainder of the year. We needed to create a campaign that got people talking in boardrooms, canteens, and on LinkedIn.

 The Solution: We twisted the sentiment of working for free and changed it to women doing volunteer work from the 17th of November. Involuntary volunteer work.  Inspired by the volunteer bracelets we know from festivals, we created the: “Voluntary Woman at Work”-bracelets. We sent out thousands of bracelets, and then the debate went wild.