Pregnant Then Screwed Campaign Exposes UK Gender Pension Gap with 33% Off Starbursts
The "Thanks for your service*" initiative was introduced by the UK charity Pregnant Then Screwed to draw attention to the fact that women's retirement savings are, on average, a third less than those of men. The campaign showcases large graphics that read "33% off," featuring women's portraits, created by Gemma Phillips and Rachel Many. Photographer Sane Seven documented both street scenes and portraits in London. A collection of images resembles crumpled receipts, detailing life milestones and ending with a "-33%" pension figure. This campaign is displayed on billboards and screens across various UK cities, with endorsements from celebrities such as Cat Simms and Ashley Louise James. Rachel Grocott emphasized the goal of highlighting the financial repercussions of the motherhood penalty on women.
Key facts
- Pregnant Then Screwed launched the "Thanks for your service*" campaign to highlight the UK gender pension gap.
- The campaign uses oversized "33% off" starburst graphics placed over women's faces.
- Creative director Gemma Phillips and LA-based designer Rachel Many created the visual concept.
- Photographer Sane Seven shot studio portraits and street images in London.
- The campaign includes receipt-style images itemizing life events like "1x Pregnancy" and "5x Days a week nursery fees."
- Billboards and screens appear in London, Glasgow, Edinburgh, Dundee, Manchester, Birmingham, and Southampton.
- Celebrity supporters include Cat Simms, Ashley Louise James, Anna Whitehouse, Victoria Emes, Agnes Agyepong, and Caroline Hirons.
- The average UK woman retires with a pension pot a third smaller than men's.
Entities
Artists
- Gemma Phillips
- Rachel Many
- Sane Seven
- Cat Simms
- Ashley Louise James
- Anna Whitehouse
- Victoria Emes
- Agnes Agyepong
- Caroline Hirons
- Rachel Grocott
Institutions
- Pregnant Then Screwed
- The Sunday Times
- TIME
- Forbes
Locations
- London
- United Kingdom
- Glasgow
- Edinburgh
- Dundee
- Manchester
- Birmingham
- Southampton
- Los Angeles
- United States