Lady Dollars

 Lady Dollars started as a desire to give people a way to truly understand what pay inequality costs women. Two industry peers and I assembled a team of independent makers, reached out to non-profit AAUW, and launched our campaign in a few weeks on Equal Pay Day 2017.

Results:
-We targeted female millennials. They represented the largest group of site visitors.
-We wanted to start new conversations all over the world. Ladydollars.com had visitors from over 27 countries.
-We wanted our launch to give the whole campaign solid momentum. #LadyDollars had almost 2 million social impressions in the first 12 hours of going live.
-We wanted to change the conversation. Public figures and ad pubs loved it.

Of all of the feedback we received, the most common reaction was "This is so helpful and necessary. Thank you for doing this."

We had zero dollars, a small team, a few weeks, and we were able to start a new movement that changed the conversation by changing the knowledge. 

Peep us on AOTW. Learn more about pay inequality and how to take action against it at AAUW.org. 

Communication Arts 2018 Interactive Shortlist!

2018 National ADDYs Silver, Public Service Online/Interactive
2018 District 10 ADDYs Hat Trick! Gold, Special Judges, and Mosaic Award!
2018 Austin ADDYs Gold, Digital, Public Service

Bonus: French Press!