mortierbrigade create The Undubbed Truth for Equal Pay Day.
The average gross salary of women in the private sector is 20% lower than men’s. That’s why the symbolic day for equal pay will take place on the 14th of March. Women need to work 73 days longer to earn the same amount as men did in the last year.
Stereotypes are the real evildoers: due to sex stereotyping women are steered towards housekeeping so men can pursue a career. With all due consequences.
mortierbrigade came up with a clever campaign to blow the whistle on this injustice: www.equalpayday.be
The clip shows your typical badly dubbed washing powder commercial abounding in stereotypes, where the missus takes care of the household. Always with a smile. She talks about using 20% less detergent and the money that saves her.
But simply by pressing a button you can switch to an alternate version, where you can listen to what she’s actually saying.
The clip is exactly the same, but now, in the undubbed version, we can hear what she’s actually saying. She’s condemning the clichés. She talks about earning 20% less than men. And the things she could do with that money.
It’s a really clever trick that uncovers all household clichés and stereotypes. And invites women to speak up on #SpeakupEPD
The online platform is produced by mediamonks. The clip was produced by Caviar London, and directed by Ralf Demesmaeker, sound by Sonicville.
Thanks to VTM both clips will be broadcast in prime time. First the dubbed version, and some time later during the same commercial break the undubbed version. Be sure to watch!
