ZIJKANT Show the Extraordinary Lengths Women will Go to for Equal Pay

Mar. 12, 2026

In Belgium, women earn 20% less than their male counterparts in all areas of the job market, except for one: prison. Female inmates in Belgium prisons receive fixed pay for their jobs and the rate of pay is gender equal.

Today, March 12, is Equal Pay Day in Belgium, and women’s equality NGO ZIJKANT has launched its annual campaign to raise awareness and campaigning for action to close the gender pay gap.

Created by agency Mortierbrigade and directed by duo Lionel Goldstein through Czar, the humourous spot shows the extraordinary length women will go to for an equally paid existence by getting themselves arrested and put in prison.

The campaign runs from March 12 on TV, in cinema, DOOH and activation.