BEAUTY CARE

Secret tackles the gender pay gap in new campaign

BY DSN STAFF

Secret is tackling the gender pay gap conversation head-on with its new “I’d Rather Get Paid” campaign.

Focusing on the reality that despite the progress that has been made by women, they still aren’t paid equally to men, and the campaign takes a music video approach to get the message across.

The Cincinnati-based company called on such well-known activists for the movement as actress Sophia Bush, actress Samira Wiley, journalist Catt Sadler, athlete Abby Wambach and Olympic gold medalist Swin Cash, among others who star in the campaign.

“While Secret’s products are expertly designed to protect women against odor and sweat, we believe there are some things women shouldn’t have to sweat like getting paid what they’re worth,” said Sara Saunders, associate brand director at Secret. “As a brand for women by women, we want to build on the conversation around closing the wage gap, and give women the strength, tools and inspiration to stop sweating the issue.”

“I’d Rather Get Paid” informs viewers that women in the United States still are paid 20% less than men, and the disparity is even greater for women of color, with African American and Latina women earning 38% and 46% less than white men, according to the American Association of University Women and Institute for Women’s Policy research reports.

In addition, Secret has partnered with Ladies Get Paid and The Wing to give women the tools they can use to work towards pay equality. Throughout December, Ladies Get Paid will host a series of workshops at The Wing locations across the country with tips designed on helping women navigate a world where equal pay isn’t the norm, and to become better advocates for progress.

The co-founders of Ladies Get Paid, Claire Wasserman and Ashley Louise, also make an appearance in the campaign video, the company said.

“If the gender wage gap in the U.S. were to be eliminated, the impact would be tremendous — for women, children and the U.S. economy as a whole,” Saunders said, citing recent studies. “We believe brands have a responsibility to use their platform to enable change, and we’re proud to partner with Ladies Get Paid and The Wing to help make a real difference for women.”

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