I'M NOT HERE RIGHT NOW

Problem

How can we make people realize that women provide twice the amount of care than men – and then get them to act on this?

 Answer

By planning a day women will not show up to do their usual unpaid care work (and take that time to evaluate discrepancies in their work-care division).

 Creative

“I’m not here right now” appeals to society at large and calls on both genders and employers to give this issue the social and political attention it deserves. As a result over 40,000 women simultaneously scheduled their time-out on May 1st of 2015. An issue that used to be an abstract statistic became human and central enough to be covered by the media.