In an attempt to raise awareness of this social issue, Guinness has launched the "Half empty" campaign, describing the injustice of receiving less than deserved.

 

Most of the EU countries have a gender pay gap higher than 20%. Meaning the women are being paid 20% less than men for the same quality and quantity of the work. Furthermore, women football players are, on average, being paid four times less than male players. Through print ads and PR stunts, Guinness is fighting for justice and equality.