Publicis Dubai on an awareness-raising mission to fight the invisible Ethnic Pay Gap
Posted on 2021 Nov,25  | By ArabAd's staff

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“Some salary gaps seem to be more visible than others, there is literally an elephant in the closet that we need to make visible.”

That’s how Louis-Georges TIN, the Prime Minister of the State of African Diaspora and Honorary President of Le CRAN (Black Associations Representative Council) briefed Publicis Dubai and assigned the agency with the mission to raise awareness on the Ethnic Pay Gap issue.

What is the Ethnic Pay Gap? The ethnic pay gap is a longstanding phenomenon and a global issue showing that non-whites employees tend to earn less than their white counterparts. For instance, the average racial salary gap in France is 26.25%, 23% in the UK, 25% in the USA, 21% in South Africa and so on. This is often associated with social disadvantage and is arguably also caused by discrimination.

So, the agency followed this strategy by starting to raise awareness in order to alert public opinion and journalists, ultimately putting pressure on governments to act and negotiate laws on the persistent and pervasive Ethnic Pay Gap.

Publicis Dubai kickstarted the awareness campaign by creating a Twitter page that mimicked the primary issue of the pay gap itself: invisibility.

Personifying the Ethnic Pay Gap on Twitter intends to encourage and motivate people to engage with and join @lonelypaygap in order to make it visible. That way, the more the followers, the more visible the ethnic pay gap would be.

Moreover, the indispensable support of journalists and celebrities is highly needed to make this matter a public cause, as visibility is an imperative for such a critical issue to be solved.

The gender pay gap is a complex issue that will require robust and inclusive solutions.

So, this campaign is calling everyone to follow the page @lonelypaygap, and help give a voice to the Ethnic Pay Gap by sharing it, spreading it and talking about it to ultimately erase those deep-rooted inequalities that persist today in the workplace.

Recently, Louis-Georges Tin in partnership with the State of African Diaspora and Le CRAN convinced Emmanuel Macron to restitute stolen African treasures exposed in French museums back to Benin. And additional restitutions to more African countries are to come soon.

Such a goodwill gesture tends to bring about optimism and reasonably expect the Ethnic Pay Gap campaign to follow the same path: creating a change, for good.




Credits :

Agency : Publicis Middle East / Dubai

Executive Creative Director : Rafael Augusto

Creative Director : Mohamed Bareche

Copywriter : Kyra Mathews

Art Director : Warsha Jamnadas

Client : Le Cran & State Of African Diaspora

Prime Minister : Louis-Georges Tin