‘A challenging issue with no quick fix’: WGEA engages Sydney creative agency for new campaign
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.
Using a Q&A format in a retro-inspired style, the game clarifies what the problem actually is, highlights disparities, provides actionable insights, and connects users with key WGEA resources for further learning.
“We’re thrilled to collaborate with WGEA on such an important initiative,” said Jason Yagan, founder and creative strategy director at Messy Collective.
“The gender pay gap is a challenging issue with no quick fix – but everyone has a role to play in closing it.
Our goal was to turn the rich amount of detailed data into an accessible and engaging experience – one that not only educates those who need it most but also inspires real action.”
The campaign has been amplified via Facebook, Instagram, and LinkedIn, to expand reach and engagement.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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Campaign
creative
gender imbalance
gender pay gap
Jason Yagan
Messy Collective
pay gap
WGEA
Workplace Gender Equality Agency
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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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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