‘A challenging issue with no quick fix’: WGEA engages Sydney creative agency for new campaign

February 18, 2025 12:00

The Workplace Gender Equality Agency (WGEA) has engaged Sydney-based creative agency Messy Collective to launch an interactive game and digital campaign, aiming to raise awareness and drive action on ending the gender pay gap.

The game takes a “fresh, engaging approach” to the complex and often misunderstood issue of the gender pay gap.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

Topics

Campaign creative gender imbalance gender pay gap Jason Yagan Messy Collective pay gap WGEA Workplace Gender Equality Agency

2 COMMENTS

Economics 101 18 Feb 25

The gender pay gap does not exist because of sexism. It exists because men and women have different temperaments and gravitate to different choices. No economic professionals take this seriously because it is a false premise

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I played 19 Feb 25

Only action surfaced was to have ‘conversations’.
We’ll only get to actionable insights, if the insights explore the why behind the figures.

Similar applies for global warming. We can have all the conversions about it, but unless we explore the contributing factors and solutions for changing them, we’re going nowhere.

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