Scrabble | Let's change the rules
We created our own limited edition Scrabble. Women must use the pink side of the tile, which is worth 80% of the tile's original point value. That sounds totally fair, right?
To launch the game, we had our friends play it while we captured their reactions and frustrations on film. They had no idea what they were getting into until they started playing.
Ideally, the branded game would be available for purchase on the AAUW's website, raising money for the organization and the cause. We chose the AAUW because they aren't just raising awareness, they're doing something to fix the problem. They host seminars on how to negotiate salary and fight discrimination in the workplace.
The entire campaign satirizes real world gender issues, so the game guide continues to do so while providing accurate information on the wage gap.
Art Director: Jansen Yoder