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Zij-kant Equal Pay Day

Eternal Pregnancy

Agency: Mortierbrigade


Wouldn’t it be better to postpone having children until you’ve retired? That may be the only solution if women want to earn as much as their male counterparts. In Belgium, women still have to bridge a 24% wage gap before they earn as much as men. As part of its latest spot for Equal Pay Day, mortierbrigade suggests that it’s better to wait until the end of your career to have kids. The plot follows the life of a pregnant woman and conveys a powerful message: “Women still have to choose between a career and a family ”.
In 2020, women earn 24% less than men on average. This means that they have to work 3 extra months before they’ve bridged the wage gap. That gap can be attributed in part to the arrival of children. This often curbs female careers because almost half of women (44%) end up working part-time, as opposed to one in ten men (11%).
To create awareness about this inequality, mortierbrigade and partner in crime Lionel Goldstein have created an advertising spot that distinctly advises women to curtail their desire to have children until they’re retired. The spot is being launched on the occasion of European Equal Pay Day (27 February).
This year, the awareness campaign is also taking a close look at the self-employed income gap. In fact, Eline De Munck, an entrepreneur, actress and eyewear designer, is the organisation’s ambassador for 2020.

This NSFW professional campaign titled 'Eternal Pregnancy' was published in Belgium in February, 2020. It was created for the brands: Equal Pay Day and Zij-kant, by ad agency: Mortierbrigade. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 4 years ago.


Advertising Agency: mortierbrigade, Belgium
Partner & CEO: Jens Mortier
Partner & Executive Creative Director: Joost Berends
Partner & Brand Design Director: Philippe De Ceuster
Creatives: Nicolas Gaspart, Frédéric Zouag
Head of production: Charlotte Coddens
Strategy: Dorien Mathijssen
PR Manager: Anne-Cécile Collignon
Social Media Manager: Jonas Van Bael
Production Company:
Director: Lionel Goldstein
Executive Producer: Eurydice Gysel
Producers: Lander Engels, Maarten De Sutter, Nele Carlier
DOP: Grimm Vandekerckhove
Art Direction: Tanker
Editor: Olivier Lambrechts
Post-production: Czar
Post Producer: Bieke De Keersmaecker
Grading: Olivier Ogneux
Online: Stijn Van Assche
Music: Garfunkel & Oates / ‘Pregnant Women are Smug’
Soundstudio: Raygun


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