It's 2017, and women still get paid less than men for equal work. That's not just wrong. It's embarrassing. The organization, Young Minds For Gender Equality needed help engaging young people for their cause, so we created a satirical campaign to match the ridiculousness of this issue.

The Business Bulge–because a bulge in your pants means a bulge in your wallet–was introduced as a real product through social media on International Women's Day to raise awareness and spark conversation.

The company's fictional founder, Clark Hoffman, introduced The Business Bulge at a conference. The video was posted to YouTube and the company's fake website. 

A series of social videos were tweeted and shared directly with celebrities, advocates, and politicians who have weighed in on the cause. 

Newspaper ads ran in New York, and a photo rose to the top of the subreddit - WTF?! and the front page of imgur.