Pay equity is a pressing issue in Canada. As a Unifor member and a feminist, I was happy to design an ad that advocates for pay equity.
Images of Unifor Members
We established early on that the images should be of real women performing real work. They should be diverse, and show a range of worksites.
I created a design that centered around an arrow which projected forward movement. It was a way to bring three images of women into one ad and still keep a clean and unified look. The four images were separated and used individually in social media blasts – each with its own message.