Successfully advocating for equal pay legislation in California
Equal Rights Advocates - Spring 2015
Project: We teamed up with the brilliant women of Equal Right Advocates to create a digital campaign for Equal Pay Day in spring 2015.
Objective: Raise awareness about gender pay disparity and reach key changemakers in California with core messaging.
Components: Develop campaign messaging, social share graphics in English and Spanish, petition action, campaign hashtag, email drafting, and conduct influencer outreach and robust performance tracking.
Result: The campaign yielded more than 2 million public impressions for the hashtags #FairPayNow and #Igualdadsalarial and the strategically crafted social media graphics reached the eyes of state lawmakers and directly contributed the success of the overall campaign.
Real world impact: The California Equal Pay Act passed the California legislature and signed into law by Governor Brown in the fall of 2015. It is strongest legislation for equal pay ever passed in the country. California legislators reached out to the client to tell them that the social share graphics we crafted were instrumental in breaking through to lawmakers with top line messaging points for the campaign.
“It was great to have Ginny and her team’s brain power and support behind Equal Rights Advocates’ Equal Pay Day 2015 digital campaign. Without them, we never would have been able to so succinctly and accessibly distill really complicated information about the gender wage gap into shareable social bites. The success of that digital campaign directly contributed to the passage of the California Fair Pay Act, the strongest equal pay law this country’s ever seen. I also really appreciate the humor and compassion that seem to be hallmarks of their style.”
*Created in partnership with the talents of SamanthaKateDesign.