It's 2017; globally, women still make 23% less than men. And at the current rate, it will take 70 years to close the pay gap. However, this wasn't a truth that many knew, and the narrative around the issue had begun to die down.

The objective was to challenge the cultural perception of the pay gap by framing it in a way the world could no longer ignore and giving people a platform to be vocal advocates for change.

We chose the biggest stage in the world to launch our initiative—the UN General Assembly.

Leveraging the platform's iconic 140-character limit, we blacked out 23% of each tweet, robbing people of a limited resource they had come to expect and creating a jarring visual representation of the pay gap the world couldn't ignore.