Australia suffers from a 15-18% pay gap, which is the most drastic at parenthood. While mothers are less likely to be hired and are seen as less competent, leading to lower pay – known as the ‘Motherhood Penalty’, fathers are more likely to be hired, and are seen as more competent. We need to raise awareness of this issue, so that one’s personal life of becoming a mum doesn’t impede their progress.
Using the society stigmas of “For Him” and “For Her” phrases and product categorising, we create a special product for baby boys and baby girls to show the ridiculous inequality of income earning capacity between mothers and fathers, while every gender is the same when born. They will be sent to politicians, CEOs, celebrities to start a conversation, then go on to generate buzz and PR coverage about the issue.