LunA Bar Equal Pay Day
LUNA Bar is a brand that has stood up for women’s equality for over 20 years - but they did it in such a humble way that nobody knew.
Our challenge was to bring awareness to their new Equal Pay Day 2017 initiative, while staying true to their brand. With that in mind, we teamed up with Lean In, the AAUW, and Gina Rodriguez for a campaign focused on knocking out the 20% pay gap. The campaign was meant to show strength and highlight the incredible donation all while bringing awareness to an issue that affects all of us.
A four part series of shorter videos hitting on specific topics important to Gina and LUNA Bar.
Small Acts Hub
In addition to bringing awareness to the gender wage gap, we created a digital hub full of small actions women and men could do to promote equality in their daily lives. This page held the most-time-spent-on-page record for lunabar.com in 2017 and resulted in people clicking directly to product pages.
NOT ONE OF THE GUYS
Hey gang, try making your everyday language more inclusive by finding different words than “guys” when addressing mixed gender groups. The simple things we say can reinforce or combat gender bias. Try using “team” or “all” in emails, meetings, and office conversation.
SIR YOUR SIRI
Siri and other digital “butlers” are there to serve our every need and whim. Ever notice those butlers are usually female? Unconscious bias creeps in when the voice of a digital aide always defaults to that of a woman. Switch up your routine by changing Siri to a male’s voice. Consider Morgan Freeman on Waze for empowering directions such as "The time has arrived, President Wazer. The world awaits your commands.”
2018 Campaign US’ Inclusive & Creative Top 2018
CNN, TODAY Show, People Magazine, Bustle, Hello Giggles, Ad Age, Latina Magazine, International Business Times, Glamour, Instyle, and Huffington Post
Lead Agency: AnalogFolk
Creative Team: Carren O'Keefe, Mike Houston, Jonanna Widmer
Director: Alexis Spraic
Production Company: Farm League
Photographer: Pamela Littky