Citi
The Moment

✏️ Insight:

Learning that women are on average paid 29% less than men should shock you. But as adults, we've heard about the Gender Pay Gap for years and it's not really surprising anymore. Kids, however, see the world more purely, with a clear understanding of right and wrong. So we knew they'd be shocked and confused The Moment they heard about the Pay Gap for the very first time.

💡 Idea:

With the help of celebrated female portrait photographer Kelia Anne MacCluskey, Citi created The Moment - a social experiment featuring Citi employees' children - capturing the moment they learned about the gender pay gap for the first time. Their reactions ranged from confusion to frustration to anger. The purity of their perspective reminds us we should never be complacent in the face of inequality and amplifies the sense of responsibility for us to create a more inclusive future for the next generation.