*student work
VENMO
PAY THE DIFFERENCE
For too long, gender pay gaps have littered U.S. businesses. We know they exist, yet the lack of transparency in salaries have made this issue even harder to tackle. Venmo will disrupt the conversation to bring this issue the attention it deserves.
It’s time to #PayTheDifference.
Art Director: Helen Hulsey
Copywriter: Abby Adams
STUNT
On International Women’s Day, Venmo will send out a push notification to their male identifying users, signaling a 17% deduction in their Venmo direct deposit. This percentage ‘deduction’ will reflect the average pay of women in the United States. However, upon opening the app, a personalized message will explain the stunt and encourage users to continue the conversation via Twitter.
With eyes and ears on our social accounts, we’ll take to Twitter to start the conversation about pay transparency, the first step in addressing the gender pay gap.
By posting our internal policy and then calling out other businesses to do the same, we hope to shed light on the importance of this issue as well as encourage others to follow.
