LUNA Bar Equal Pay Day
To bring awareness to Equal Pay Day 2017, 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 while bringing awareness and action to an issue that affects all of us.
Digital Campaign
LunA Bar Equal Pay Day
LUNA Bar has stood for women’s equality for over 20 years - but 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 the brand.
Our approach — focus on small, daily actions we can all take to fight the gender wage gap. Through a partnership with Lean In, AAUW, and Gina Rodriguez we brought a sense of authenticity and compassion to our message.
Anthem Film
“small talk” short-form Film Series
A four part series where each episode focuses on a different moment that inspired Gina in her fight for equal pay.
campaign imagery
campaign Hub
A digital hub containing suggestions for small actions everyone can partake in to promote equality in their daily lives.
This new page held the most-time-spent-on-page record for lunabar.com (2017) and resulted in direct clicks to product.
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.”
Social Content
Custom content for @lunabar, @aauw, and @ginarodriguez.
Results & Reception
AWARDS & recognition
2018 Campaign US’ Inclusive & Creative Top 2018
Today Show
AdAge
Glamour
Huffpost
Elle
Mashable
CNN
Latina Magazine
Bustle
People Magazine
Instyle
Hello Giggles
International Business Times
TEAM
Lead Agency: AnalogFolk
Creative Team: Carren O'Keefe, Mike Houston, Jonanna Widmer
Director: Alexis Spraic
Production Company: Farm League
Photographer: Pamela Littky
