A symbolic gesture

The AAUW and Rethink have one small problem with #TheNew10.

The United States Treasury Department has decided that, in 2020, a redesign of the country’s $10 bill will feature a woman. Why? Because it’s the 100th anniversary of women’s suffrage and this is one way that the country is hoping to recognize it. People can nominate their choice for the most deserving woman to be featured on the bill by using “#TheNew10″ on Twitter. The American Association of University Women (AAUW), with help from Rethink in Canada, found a way to both participate in #TheNew10 and use it to draw attention to a big problem it still sees.

In a video, the hands of an illustrator draw over the current portrait of Alexander Hamilton to give us an idea of what the bill might look like with a woman on it.

But it doesn’t stop there. The video also takes the liberty of reimagining the numbers on the bill to highlight that, despite “100 years of gender equality,” significant gaps in the average pay for women still exist. The 10 is changed to 7.8 to show that women are only paid 78% of what a man is. That 10 becomes a 6.4 for black women and 5.4 for Hispanic women. The video ends with a call for people to use the Treasury Department’s hashtag to instead call for a change in our approach to gender equality that goes beyond a symbolic gesture.


Brand: American Association of University Women
Agency: Rethink
Creatives: Jamie Umpherson, Marie Richer
Creative Director: Aaron Starkman
Account Director: Marie Lunny
Account Coordinator: Daniel Riggi
Developer: Hanna Chen, Dustin Gamble
Agency Producer: Monika Ghobrial
PR: Leah Gregg
Director/DP: Thomas Dagg
Illustrator: Tami Noa Levy
Sound: RMW