22squared partners with the National Organization for Women (NOW), to mark Equal Pay Day on April 10 and help close the gender wage gap, launching the online initiative ‘EqualiTees’. In an innovative creative partnership, four online t-shirt retailers known for supporting equality, ‘created’ original t-shirts emblazoned with a long overdue message: Women Now Make As Much As Men. About Damn Time. There is just one significant catch. When shoppers go to check-out, they are informed the t-shirts are on backorder until 2119, the projected year for pay equality based on existing data and trends. A separate button drives shoppers to make a donation to NOW and help close the gender wage gap sooner.
The participating online t-shirt retailers include:raygunsite.com; blackonblackbk.com; https://blackanddenim.com; and woveprint.com. Additionally, Influencers who align with the EqualiTees message of equality will drive donations via their social channels.
“We loved the idea of getting different retailers who aligned with our mission to each put their own spin on the design rather than just creating a single shirt. And the ‘backorder’ language on the checkout page felt like an unexpected way to drive home our message,” commented Matthew Zaifert, creative director, 22squared.
Sarah Suits, senior producer, 22squared added, “EqualiTees is a novel and impactful way to bring awareness to a part of our culture that simply should not exist.”