The Invisible Pay Gap | Le Cran
(Black Associations Representative Council)
When it was noticed that the Ethnic Pay Gap across workplaces in France was an issue that was both unspoken and unheard of, despite its rising numbers, we decided to give it a voice. On Twitter. And it had a lot to say.
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Project Overview
Project Summary
My Role
In partnership with Le CRAN, we launched a social-first awareness campaign addressing the invisibility of the Ethnic Pay Gap. Built around the idea that “if no one talks about the Ethnic Pay Gap, it will speak for itself,” the campaign introduced @lonelypaygap — a Twitter account that personified the issue as a lonely, ignored voice seeking recognition.
Through emotional and provocative posts, the account transformed an abstract statistic into a living digital presence, sparking international conversation around racial pay inequality. As engagement grew organically, the campaign highlighted how overlooked these conversations often are — a message unintentionally reinforced when the account was temporarily suspended.
As Art Director, I helped shape the visual identity and social-first storytelling approach for the activation, art directing the minimalist digital execution, content style, and overall tone across social platforms. The project demonstrated how a simple platform-native idea could turn digital behavior into a powerful form of cultural commentary and activism.