We’ve all heard about the gender pay gap, but it’s far more than equal pay, it’s about female representation in leadership. When Citi released their raw pay gap numbers, they discovered this was the area they fell short. Citi has committed to hiring and promoting thousands of women into senior roles by 2021. But they can’t fix this industry-wide problem alone.

To reframe the conversation around the pay gap, we created The Moment.

Featuring the daughters of Citi employees, we captured the moment these girls learned about the pay gap for the first time. Their shocked expressions were a reminder to all of us not to be complacent, and they became a symbol of Citi’s commitment to closing the gap. The film of this social experiment  became the centerpiece of the campaign, which quickly earned millions of views.

The Moment wasn’t just an advertising campaign, it was a public commitment by Citi to fix their own pay gap, and a rallying cry for others to do the same.