RATIONALE:  Aiming at men, this campaign takes on the issue of gender equality in the workplace, focusing on the gender pay gap. Women generally earn 33% less than men for the same job. Women are stereotyped for being capable of receiving certain perks by simply showing some cleavage. The aim of this campaign is to address the pay inequality and highlight the irony of how breasts give women social advantages, but they would rather get equal pay than free beer or other social advantages.