WOMEN’s last workday

The Challenge: Every year, Danish unions unite for Kvindernes Sidste Arbejdsdag (Women’s Last Workday) to highlight the gender pay gap.
Although equal pay has been law since 1976, women in Denmark still earn 13.5% less than men. In real terms, that means from 17 November, women effectively work for free for the rest of the year.

We needed a campaign that would spark debate -in boardrooms, canteens, and on LinkedIn.

 The Solution: We reframed the issue: from working for free to involuntary volunteer work.
Inspired by festival culture, we created the “Voluntary Woman at Work” bracelet - an ironic symbol of unpaid labour.

Thousands were distributed. The bracelets spread fast. And so did the conversation.