An Inconvenient Question Provokes Absurd Reactions in Equal Pay Day Film

A recent study conducted by Ipsos on behalf of ZIJkant unveils the entrenched reluctance among Belgians to openly discuss salaries. Nearly half of the respondents have no idea about the salary packages of friends or colleagues, let alone those of their superiors. An equal number also avoid discussing their own salaries with colleagues or their bosses. Women appear to be the biggest victims of this taboo: more than six out of ten have no idea about the salaries of colleagues with different positions, while more than seven out of ten are in the dark about the salary packages of their superiors. Moreover, they rarely discuss their own salaries with these superiors. 

The lack of transparency regarding salaries contributes to the persistent gender pay gap, which is still estimated at 21%. In response, ZIJkant is organising Equal Pay Day for the twentieth time. This day for equal pay falls this year on March 17th, 2024. 

An inconvenient question 

This year marks the twentieth edition of Equal Pay Day, an occasion that prompts reflection rather than celebration. The gender pay gap remains a persistent issue, with avoidance of openness about salaries playing a significant role. Particularly, those comfortable with their bank balances hesitate to disclose (a fact that largely makes the gender pay gap a male issue) when asked about their earnings. 

In honour of Equal Pay Day, director Lionel Goldstein, production company Czar BE and communication agency mortierbrigade have addressed the absurd stress reactions provoked in men by the 'inconvenient question'. This has resulted in the creation of a campaign spot that makes viewers feel as uncomfortable as the topic itself. The video is set to launch on Equal Pay Day itself. 

Lionel Goldstein is the alias of Belgian directing duo Koen Mortier and Joe Vanhoutteghem, co-founders of CZAR Brussels.