University of Leeds
‘#DoYouMINDTHEGAP’ is a campaign intended to raise awareness for the gender pay gap. Women get paid 20% less on average than men in the same roles. Philippa created a piece of typography that reflects just how damaging the gender pay gap is.
Five letters of the alphabet equates to just under 20%, so by removing the vowels from a series of sentences a unique set of posters could be created that illustrate the damage the gender pay gap has on our economy and just how much it impacts us, without hindering the message.
A series of posters were introduced to tube stations around London that connects with the audience on their daily commutes to and from work. The campaign was also extended further onto social media and newspapers in an attempt to engage an audience, empower women and actively help women to bridge the gender pay gap.