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If the gender pay gap continues at the current pace, women will have to wait until 2227 to earn the same as men, according to the World Economic Forum. So on this International Day of the Girl (11 October), financial company Citi is pledging to close the gender pay gap in its ranks with a new campaign.

Earlier this year, Citi claims it became the first US bank to publish unadjusted or “raw” global pay gap figures, which measure the difference in median compensation when factors such as job function, level and geography are not accounted for, and the numbers revealed that female employees earned 29% less than their male counterparts while minorities earned 7% less than non-minority employees. 

In addition, while women make up more than half of Citi’s workforce, only 37% of them are in senior positions. 

With this information in hand, Citi is looking to spur a broader conversation around pay equity, and the representation gap that leads to it, creating a new campaign called ‘The Moment’ timed to coincide with International Day of the Girl. 

It includes a video that captures the unedited reactions of young children at the precise moment they hear that women are paid less than men. Their reactions are revealing, met first with silence and then with upset comments about the unfair nature of the gap.

The puzzled and troubled faces of those girls were captured not only on video, but also for a billboard in Manhattan, which will encourage consumers to visit a branded microsite to view the full video.

Citi will also run full page print ads in The New York Times, The Washington Post and The Los Angeles Times. The video will also run on social via Twitter and Instagram using the hashtag #itsabouttime.

Citi states it is committed to closing the female leadership gap and the gender pay gap by pledging to increase female and minority representation globally at senior levels to 40% – and 8% for African-American employees –  by the end of 2021 to reduce the unadjusted pay gap.

See the work and behind-the-scenes photos by clicking on the Creative Works box below.

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