In Argentina, women earned 27% less than men for the same work. There were plenty of proposals to close the gap. We wanted people to feel it.
Argentina has two different 100-peso bills. One carries the face of Julio Roca. The other, Evita Perón: the only woman on an Argentine bill, remembered for fighting fiercely for equality. So we asked: what if her bill was worth 27% more?
On International Women's Day, in every DDL&Co shop, Roca's bill was worth 100 pesos. Evita's was worth 127.
For once, the pay gap wasn't a statistic in a report. It was the change you got back at the counter.
Covered by local and regional trade press.
