Men still earn more than women across the globe. Here in the U.S., the most recited figure is 77 cents for a woman, for every dollar earned by a man. In Sweden, the difference between male and female pay works out to be about 250,000 euros over the course of a lifetime. Kommunal, the country’s largest union, teamed up with ad agency Volontaire to create a video to highlight the gender pay gap that still exists today, even in one of the most socially progressive countries in the world.
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Called How to Get a Raise in 47 Seconds, the video shows Annelie Nordstrom, chair of Kommunal, undergoing a makeover involving cosmetics, prosthetics, and a wig. At the end of the video, Nordstrom is ready for her raise — because she looks like a man.
A voiceover explains the enduring pay disparity between men and women, saying, “At the current pace, it will take us over 100 years until women’s salaries equal men’s.”
“It’s a quick, simple, and effective spot that applies the lessons of Dove Evolution to a different issue and in the process illustrates the sheer ridiculousness of a very real problem,” writes Jeff Beer at Fast Company.
PayScale’s report on the gender wage gap points to several reasons for women’s lower salaries, including choosing careers that are more likely to give back to the world and less likely to line their pockets. Women are also less likely to negotiate their salaries, a practice which can cost them hundreds of thousands of dollars over the course of their careers.
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