Artefacts

The campaign takes shape across media.

The podcast, infographic, image, and object each carry the same argument in a different form, grounded in the same evidence.

Strong Institutions campaign header illustration

Audio piece

An interview with Dr. Michaela Guthridge, Ph.D. on the neurological roots of the gender pay gap

Dr. Michaela Guthridge, Ph.D. is an International Women & Girls's Rights Advocate, Empathy Expert, Strategic Thinker, and Social Innovator with 17 years' experience in global social justice research and advocacy. As Senior Policy & Research Officer at SNAICC - National Voice for our Children and former Research Officer at the National Centre for Action on Child Sexual Abuse, she explains how unconscious biases in the brain snowball into societal devaluation of women's work -and how we can retrain our minds to close the gap.

View interview summary

What we asked

Does the pay gap begin before pay itself? Why is care and emotional labour treated as "natural" instead of skilled? How can communities make invisible work visible? How does the gap shape what women and girls imagine is possible?

Key Outcomes

Dr. Michaela Guthridge explained the gender wage gap as rooted in neurological unconscious biases that snowball into societal devaluation of women's work, rather than starting at the macro societal level. She emphasized that addressing the gap requires retraining individual brains to form positive associations with women and work, not just policy changes.

Core Insights

Root Cause: Unconscious Bias - The wage gap originates in the brain's discriminatory processes that form unconscious biases about women's value, which evolve into stereotypes and sexism. These biases lead society to view women's work as "natural" and therefore economically undervalued.

Economic Devaluation of Care Work - Women's care and emotional labor face economic undervaluing facilitated by unconscious biases that consider such work natural rather than skilled. The question of why only women have "moral obligations" for care work is itself problematic - fathers equally have moral implications for caring responsibilities.

Effective Intervention: Making Invisible Labor Visible - A Nepal research project successfully changed community attitudes by having women document all unpaid care responsibilities on top of paid work. When presented to men in the community, this documentation created an "eye-opener" moment that led to new understanding of respect and equality.

Path Forward: Brain Retraining Strategy - Solution requires retraining the brain to create positive associations when seeing women and work, rather than negative ones. Focus on enabling girls to imagine education, employment, and contributions beyond the lowest economic rungs.

Key Takeaway

The pay gap is not just a number. It is a system of learned devaluation. Small unconscious biases can snowball into stereotypes, sexism, and systems. Closing the gap requires policy correction and retraining how society values women's work.

Gauge graphic showing a 22.8 percent manager pay gap Bar graphic comparing full-time and part-time employment shares Table graphic of gender pay gap by Australian state and territory Line chart showing Australia's total remuneration gender pay gap over time

Infographic

Four visual angles on the evidence

The infographic series translates key WGEA data into a shareable visual set: a gauge showing the 22.8% manager pay gap, a bar chart comparing full-time and part-time employment shares, a state-by-state table of pay gaps and Equal Pay Day dates, and a line chart tracking Australia's total remuneration gap over time. Together, they make the numbers readable at a glance and carryable into conversation.

Strong Institutions campaign header illustration

Campaign image

The visual face of the Strong Institutions campaign

The Strong Institutions illustration frames equal pay as an institutional responsibility: workplaces, policy, pay structures, and public pressure all shape whether the gap keeps carrying weight. This image gives the campaign a recognisable public face that can travel into classrooms, posters, and public circulation, turning a systemic issue into something people can see and remember.

The Gap Has Weight poster Pay Gap AI Image poster

Posters

Materials designed for public display and circulation

These posters translate the campaign argument into a form that can be displayed in classrooms, workplaces, and public spaces. By making the issue visible in everyday environments, they create opportunities for conversation and recognition that the pay gap is not just a statistic but a lived reality affecting time, safety, and future security.

Physical artefact

Physical artefact

The object that gives the argument tangible weight

An object or documented form gives the argument physical weight and makes it harder to dismiss as just another statistic. Whether held in hand or displayed in a space, a physical artefact carries the message into the material world, where it can be touched, shared, and remembered in ways that abstract data cannot.

Why a post-it note holder: A common office desk item that targets employers and HR personnel directly, integrates naturally into workplace settings, is more engaging than posters or flyers, and keeps the message visible over time. The artefact features the PSA logo, a QR code to the website, and the main slogan with the text: "The Gap / When was the last time you reviewed workplace equality? / Has Weight."

Across the media pieces

Each form presses on the issue differently

  • Podcast: carries the emotional case in a human voice.
  • Infographic: condenses the evidence into a shareable visual set.
  • Campaign image: gives the message a face people can recognise and remember.
  • Posters: translate the campaign argument into materials for public display.
  • Physical artefact: makes the issue tangible enough to confront in person.

Development process

From problem statement to public awareness

The campaign began with a problem statement: "Despite recent progress, Australian women continue to earn significantly less than their male counterparts, a disparity that compounds across a lifetime and undermines the promise of equal opportunity in the workforce."

Research synthesis used Google Scholar, Wikipedia, and news outlets for reports and figures. The website structure follows a user journey from awareness to understanding to action, with each artifact designed to reinforce key messages across multiple formats.

Sources

The evidence behind the campaign and its media pieces

  1. Workplace Gender Equality Agency. (2026). Employer gender pay gaps report 2024-25. https://www.wgea.gov.au/publications/employer-gender-pay-gaps-report
  2. Workplace Gender Equality Agency. (2025). Ages and wages report 2025. https://www.wgea.gov.au/Publications/Ages-and-Wages-2025
  3. Workplace Gender Equality Agency. (2026). Gender pay gap data. https://www.wgea.gov.au/pay-and-gender/gender-pay-gap-data
  4. Workplace Gender Equality Agency. (2026). The gender pay gap. https://www.wgea.gov.au/the-gender-pay-gap
  5. Workplace Gender Equality Agency. (2025). Commonwealth public sector gender equality scorecard. https://www.wgea.gov.au/publications/Commonwealth-public-sector-gender-equality-scorecard
  6. Australian Bureau of Statistics. (2026). ABS gender pay gap data. https://www.wgea.gov.au/data-statistics/ABS-gender-pay-gap-data
  7. Bankwest Curtin Economics Centre and Workplace Gender Equality Agency. (2025). Gender Equity Insights 2025: The power of balance. https://www.wgea.gov.au/publications/gender-equity-insights-series
  8. Fair Work Ombudsman. (2026). Pay and wages. https://www.fairwork.gov.au/pay-and-wages
  9. Australian Human Rights Commission. (2026). Workplace rights. https://humanrights.gov.au/know-your-rights/rights-of-individuals/workplace-rights
  10. UN Women. (2026). Economic empowerment. https://www.unwomen.org/en/what-we-do/economic-empowerment