Workplace Gender Equality Agency – End the Gender Pay Gap
Critical National Data, Maximum Cut Through.
The outcome
Transformed the gender pay gap from a misunderstood, politicised statistic into a tangible, actionable issue – securing national engagement and dismantling the barriers to public understanding.
Global Creative Pool Awards
78%
Of visitors pressed play
Replaced scrolling and dismissal with active participation, turning apathy into informed advocacy.
65%
Of players finished the game
Dense economic data distilled into 8 questions people actually finished, turning statistics into personal revelation.
2
Global creative recognitions
Shortlisted by Creativepool and featured on Awwwards, putting government education alongside the world’s best creative work.
What we delivered
Brand & positioning strategy
Integrated campaigns
User interface design
Video & motion
Websites & digital
Accessibility testing
Analytics implementation
Social content
Strategic logic
The gender pay gap isn’t ignored because people don’t care. It's ignored because the data feels too complex, too abstract and too politicised to engage with. WGEA needed more than a campaign – they needed a way in. A retro, pixel-game quiz did what no government fact sheet could: it made people curious, then competitive, then informed. The statistics didn’t change. But for the first time, people stopped scrolling and started understanding.
The work
