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You’ve probably heard that men are remunerated more than women are paid over their lifetimes. But what does that mean? Are women paid less because they choose lower-paying jobs? Is it because more women work part-time than men do? Or is it because women have more caregiving responsibilities? And what, exactly, does gender bias have to do with paychecks?

All over the USA women consistently obtain smaller compensation than men for performing the same job. That’s why, AAUW (American Association of University Women) is committed to empowering women as individuals and as a community, since 1881.

Consequently, together with AAUW, we created an awareness campaign and targeted the employers who perform this unfair practice – in some cases, without even thinking they do. The approach was to make people uncomfortable so that they would pay attention to the issue.

On April 12th, (official EQUAL PAY DAY), a campaign was implemented in television and radio, using the content style of each medium as a vehicle for dramatizing the issue. We enacted a newscast addressing the subject, where we showed how the anchorwoman must work 20% more hours to get the same salary as her male colleague.

Even after turning thousands of heads, leveraging thousands of earned media dollars and getting the conversation going, on average, women continue to earn considerably less than men.

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