J. Walter Thompson's Female Tribes: Highlighting the Value of Women and Addressing the Gender Pay Gap

Research from JWT's Female Tribes’ global Women’s Index study in 2017 found that 53% of women believe they are paid less than men for the same job, and the same number of women feel it is harder to ask for a pay raise. These findings show why it’s important to have initiatives like Female Tribes to push for gender equality and support women in reaching their full potential.

J. Walter Thompson (JWT) started the Female Tribes initiative to change how people see women and to highlight the unique value women bring to the world.

For International Women’s Day 2017, JWT London created a powerful outdoor campaign to draw attention to the fact that women are paid, on average, 25% less than men. The campaign used clever wordplay to show how things seem wrong when 25% is missing, just like the pay women miss out on compared to men. These ads were shown on over 800 digital posters across the UK, thanks to free media support from Maxus Global.

James Whitehead, Chief Executive of J. Walter Thompson London, said, “This is a great chance to highlight an important issue in society. This campaign aims to spark discussions and change behaviors, in line with the #BeBoldForChange theme of International Women’s Day.”

Through Female Tribes, J. Walter Thompson continues to promote the value of women, driving the conversation on gender equality and inspiring change worldwide.