Citi Furthers Commitment to Global Pay Equity With New Campaign, “The Moment”
October 10 2019 - 10:30AM
Business Wire
In honor of International Day of the Girl, Citi
calls attention to the gender pay and senior-level representation
gaps with captivating campaign featuring reactions from young
girls
Today, Citi announced the launch of The Moment, a
multimedia advertising campaign created to further the
organization’s efforts surrounding the pay equity and senior-level
representation gaps both within their organization and beyond. The
campaign will kick off with a Times Square billboard, unveiling a
series of photographs that capture the raw, unedited reactions of
young children of Citi employees at the precise moment they learn
about the gender pay gap and unequal opportunities that persist
across many industries. The campaign will direct consumers to view
the full video on Citi’s website, which showcases the children’s
reactions in real-time. The compelling content is intended to serve
as the spark to ignite a broader conversation about the issue
amongst adults and the next generation.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20191010005519/en/
Citi Furthers Commitment to Global Pay
Equity with New Campaign, "The Moment" (Photo: Business Wire)
This campaign represents the next step in Citi’s dedication to
close its gender pay gap. Through this series of compelling
visuals, Citi is shining a light on pay equity and representation
within its organization and hopes that its commitment will have a
significant effect across industries and geographic boundaries.
Earlier this year, Citi became the first U.S. company to publish
unadjusted or “raw” pay gap figures for women and U.S. minorities.
This figure measures the difference in median total compensation
when adjustments are not made for factors such as job function,
level or geography. The analysis revealed that the median pay for
women globally is 71 percent of the median for men, and the median
pay for U.S. minorities is 93 percent of the median for
non-minorities. To effectively reduce the difference in the raw pay
gap, Citi has announced goals to increase the representation of
women and U.S. minorities in senior and higher-paying roles across
the firm. Women make up more than half of Citi’s workforce
globally, however, only 37 percent of the firm’s senior-most
positions are held by women. Citi has pledged to increase
representation at the Assistant Vice President through Managing
Director levels to at least 40 percent for women globally and 8
percent for Black employees in the U.S. by 2021.
“With this new campaign, we hope to shine a light on the
unfiltered reactions of children to this persistent issue and
inspire a broader conversation around pay equity and the
representation gaps,” says Carla Hassan, Global Chief Brand Officer
at Citi. “The Moment is intended to fuel the powerful
emotions that are needed to spur action amongst adults as well as
showcase how to communicate with and empower future
generations.”
As part of the campaign and in celebration of International Day
of the Girl (October 11), today Citi will unveil a billboard
featuring photographs from the campaign in the heart of Times
Square, located at 1535 Broadway between 45th and 46th Streets
above the Marriot Marquis. Created by Publicis North America and
directed and photographed by Kelia Anne MacCluskey, the photos will
be featured on the billboard over the next four weeks.
Additionally, the advertisements will be featured in print in the
Los Angeles Times, New York Times and Washington Post, while also
running digitally on LATimes.com and across Citi’s social media
channels using the hashtag #itsabouttime.
“Citi’s willingness to be transparent on the pay equity and
representation issue is what holds us accountable for making
progress,” says Sara Wechter, Head of Human Resources at Citi.
“Citi is committed to ensuring equal pay for equal work for all of
our colleagues globally and we are working diligently to close the
female and minority representation gaps across our firm.”
To learn more about Citi’s The Moment campaign and to
view the video, please visit www.citi.com/itsabouttime.
About Citi
Citi, the leading global bank, has approximately 200 million
customer accounts and does business in more than 160 countries and
jurisdictions. Citi provides consumers, corporations, governments
and institutions with a broad range of financial products and
services, including consumer banking and credit, corporate and
investment banking, securities brokerage, transaction services, and
wealth management.
Additional information may be found at www.citigroup.com |
Twitter: @Citi | YouTube: www.youtube.com/citi | Blog:
http://blog.citigroup.com | Facebook: www.facebook.com/citi |
LinkedIn: www.linkedin.com/company/citi
View source
version on businesswire.com: https://www.businesswire.com/news/home/20191010005519/en/
Megan Corbet Citi Corporate Communications
megan.e.corbet@citi.com +1 212-559-3298
Dana Graves Fanelli Citi Corporate Communications
dana.graves@citi.com +1 212-793-2514
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