In Striking Photos, Citi Captures How Young Girls Feel About the Gender Pay Gap

It's part of brand’s push to promote more women into senior roles

Photos of girls featured in Citi's campaign aligning with International Day of the Girl
Citi's latest campaign aligns with International Day of the Girl.

In Citi’s latest ad, a group of young girls are asked what they want to be when they grow up. After sharing their career aspirations, they’re then told that women generally get paid less than men—and their immediate reactions are captured in a series of striking photographs.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@Minda_Smiley Minda Smiley is deputy Agencies editor at Adweek.