New Campaign Captures Children's Reactions to Learning of the Gender Pay Gap

The unedited responses are featured in a series of photographs called The Moment

From the LifeMinute.TV Team

October 10, 2019

In honor of International Day of the Girl this week, Citi kicked off their latest campaign called The Moment on a Times Square billboard in New York City. Unveiling a series of compelling photographs that capture the raw, unedited reactions of their own employees’ children after learning about the gender pay gap and unequal opportunities that persist across so many industries.

The photos will be featured on the billboard over the next four weeks. Citi is encouraging you to view the full video campaign on their website, at and follow along at hashtag #itsabouttime.

Earlier this year, Citi became the first U.S. company to publish “raw” pay gap figures for women globally and U.S. minorities. The company has pledged to increase representation of female colleagues globally and minority employees in the U.S. in senior-level roles by 2021.

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