ABOUT

The gender pay gap is a widely misunderstood issue. Messy Collective partnered with the Workplace Gender Equality Agency (WGEA) to develop a campaign that would address this issue and engage apathetic audiences who might otherwise overlook it.

The result? A retro-inspired game that educates, challenges perceptions, and provides the tools to help End The Gender Pay Gap.

With a simple Q&A format design, the game demystifies the issue, highlights key disparities, and delivers actionable insights. It also connects audiences to essential WGEA resources for deeper learning. A targeted paid and organic campaign activity was rolled out across Facebook, Instagram, and LinkedIn, ensuring maximum engagement and reach.