Almost Isn’t Good Enough
In Canada, women make 89 cents on the dollar compared to their male counterparts.
We’re slowly moving towards closing the gender wage gap, but 89 percent of the way there simply isn’t good enough.
It’s easy for men to brush off the remaining 11 percent because it doesn’t directly affect them.
So, we helped men experience what 89 percent feels like.
We partner with local barbershops in Toronto to give 89 percent haircuts and shaves and film the act in a hidden camera style.
The clientele comes in for their regular cut and/or shave, but at 89% completion, their barber ducks out for a minute to leave the man to sit with his unfinished cut.
After a good wait, a message is displayed in LED on the mirror in front of the customer. It reads:
Satisfied with your cut? You’re 89 percent of the way there. Women in Canada still only make 89¢ for every $1 men earn. We’re almost there. But almost isn’t good enough, is it?
Portrait photos of the unfinished cuts are used in our social extensions.
with ria concessao