SCRABBLE: WAGE GAP EDITION
To make the wage gap tangible, we formed a partnership between Hasbro and the American Association of University Women (AAUW) to create a 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? Let's change the rules.
A social video acts as the launch for the limited release game.
The branded game can be purchased on the AAUW's website, raising money for the organization and the cause. The game can be sent to CEOs and senators, purchased for use in HR departments, or used at colleges to address an impending problem in a tangible way.
FULL GAME GUIDE
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