Women labelled ‘33% OFF’ in campaign exposing pension gap

Pregnant Then Screwed, a UK charity campaigning against discrimination faced by mothers, is putting giant neon “33% OFF” labels on women to highlight the pension gap between men and women.

‘Thanks for your service*’ borrows the visual language of clearance sales to make a point about how society values mothers.

The charity says women end up with pension pots averaging 33% less than men’s, with career breaks and reduced hours for caring contributing to the shortfall.

The starbursts appear on hundreds of women across billboards, print, social media and street activity. Supporters include Anna Whitehouse, Ashley James and Caroline Hirons, with outdoor ads running in seven UK cities.

Led by creative director Gemma Phillips, with photography by Sane Seven and design by Rachel Many, the work turns a distant financial consequence into an immediate, uncomfortable image.

Rachel Grocott, CEO of Pregnant Then Screwed, said: “This campaign shines a light on how the motherhood penalty plays out across a woman’s lifetime, resulting in pension pots too small to live on, hardship later in life, and being financially reliant on others.”

Phillips added: “Women are being devalued by the pension system every day, we just don’t see it happening.”

It follows the charity’s Career Shredder campaign, which used a giant CV shredder to expose pregnancy and maternity discrimination.

Subscribe to the famous newsletter and get the best campaigns in your inbox