#MakeUpForThePayGap
About the Campaign
#MakeUpForThePayGap is a bold and award-winning initiative launched under the ItsHerCareer movement by ItsHerWay. The campaign used jaw-dropping visuals, viral AR filters, and disruptive storytelling to spotlight the harsh truth: women are still paid significantly less than men for doing the same work. In the UAE, this movement sparked critical conversations and inspired real change in corporate boardrooms.
“We didn’t want to just talk about inequality—we wanted people to feel it, see it, and question it."-Armin Jamula
Impact & Recognition
- Reached over 1 million users in the UAE within the first month
- Featured in Forbes Middle East, Campaign ME, and Dubai Business Women Council
- Adopted by HR departments of 25+ UAE-based companies to review gender pay structures
- Won the Best Social Advocacy Campaign (2024) at the MENA Impact Awards
How It Worked
- AR makeup filters showing salary gaps between genders
- Social experiments capturing public reaction
- Real stories of women negotiating for fair pay
- Interactive company challenges to evaluate pay equity policies
Case Study Video
Watch the behind-the-scenes and real-life impact of the campaign below:
Media Coverage
Explore how media across the region covered our movement and helped amplify our message:
Join the Movement
Whether you’re an HR leader, an employee, or an ally, you can be part of the change. Download our corporate toolkit, host a pay equity workshop, or nominate your company to take the pledge.