Young Minds for Gender Equality Aims to Flip the Status Quo of the Pay Gap in New Campaign Created by DDB New York


“The Business Bulge” Calls for Businesses, Employees, Students + Politicians to #StopDickingAround and Take Action to Close the Wage Gap 

March 8th 2016, New York - Young Minds for Gender Equality Foundation (YM4GE), a youth-led 501c3 non-profit organization, is launching a unique – and intentionally ridiculous – online and social campaign in an effort to raise awareness and drive action about the gender pay gap. The campaign marks YM4GE’s official launch in the United States as the organization, originally founded in Mexico, aims to expand its footprint and spread its powerful message.  

Titled “The Business Bulge,” the campaign delivers impact through awkward humor with a series of online videos, social posts and a campaign website. The first video in the series introduces the viewer to Clark Hoffman, a fictional character who has created – and is now trying to sell – a new product called “The Business Bulge,” a product that women can wear under their pants in order to get paid equally to their male colleagues. The video ends with the tagline, “A bulge in your pants means a bulge in your wallet.” 

“It’s a ridiculous solution to a ridiculous problem, and that’s what we want to convey,” said Icaro Doria, Chief Creative Officer of DDB New York. “We are inspired by YM4GE’s vision to empower both young women and young men equally to become the leaders of today. The goal of this campaign is to generate more conversation around pay equality for women in the workforce, help consumers learn more about the problem and find ways to tackle it.”  
Campaign creative, facts about the wage gap and info on how to take action can be found on The Business Bulge website []. YM4GE has also tapped a number of influencers – celebrities and organizations – to join the cause and help drive action. Those include Women’s Entrepreneurship Day Organization, and Chelsea Film Festival, among others. 

The video series marks the first effort DDB New York has created for the new pro bono account, and was produced by Hank Perlman, the award-winning director who created one of ESPN’s most successful and influential campaign – “This is SportsCenter.”  

Gerardo Porteny Backal, a 21-year-old entrepreneur and social innovator, co-founded and now serves as president of YM4GE. Porteny previously served as a consultant for global youth engagement at UN Women’s HeForShe solidarity movement for gender equality. Porteny started his first foundation when he was 16 years old and since then has advocated for gender equality in numerous public speaking presentations, from TEDx talks in London and Barcelona to panels in the Youth Assembly at the United Nations in New York. 

Through “The Business Bulge” YM4GE is making a call to action for everyone to play a part on the solution for the gender pay gap. Students are invited to become YM4GE ambassadors and advocate on making gender equality a requirement in their schools' curriculum. Professionals are empowered to drive change inside their organizations with the support and consultation of the Foundation. To achieve these goals, YM4GE is igniting a coalition for NGOs in the field to share resources, knowledge and tools. 

“YM4GE’s goal is to empower millennials to turn their ideas into action, and harness real world solutions for women empowerment and the achievement of gender equality,” said Porteny. “We are so excited DDB was able to create a campaign that flips the status quo – in a way that is culturally relevant and resonates with our audience using a language they understand.” 

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About Young Minds for Gender Equality Foundation (YM4GE): 

Young Minds for Gender Equality Foundation is a youth-led 501c3 charitable organization. Serving as a hub for students, business, and civil society organizations to learn, think, and act on innovative solutions towards full gender equality.

About DDB

DDB Worldwide ( is one of the world's largest and most awarded advertising and marketing networks. In 2012 DDB was named Advertising Network of the Year by Campaign, as well as Agency of the Year and Digital Agency of the Year by Strategy magazine. At the prestigious 2012 Cannes International Festival of Creativity, DDB won 82 Lions, the most ever for the network. In addition, The Gunn Report has listed DDB as one of the Top 3 Global Networks for the last 12 years. The agency's clients include Volkswagen, McDonald's, Unilever, Mars, Johnson & Johnson, and Exxon Mobil, among others. 
Founded in 1949, DDB is part of the Omnicom Group (NYSE) and consists of more than 200 offices in over 90 countries with its flagship office in New York, NY. 

About Omnicom Group Inc
Omnicom Group Inc. (NYSE-OMC) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries. 
For further information on Omnicom and its brands, please visit

Press Contact: 
Christie Giera
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Young Minds for Gender Equality Foundation presented at the United Nations 2016 Winter Youth Assembly with President Gerardo Porteny on the panel for the How-To Series: Ideas to Actions. Other notable panelists included Derrius Quarles, Campaigns Associate for Do Something, and Jess Teutonico, Executive Director of We Are Family Foundation. This workshop was intended to provide practical advice on how to translate youthful ideas into full fledged campaigns. 

Key points raised throughout the session included ways to kickstart a foundation, scale-up operations, fund sources, and the network. The delegation was excited to leverage the incredible momentum created by the Youth Assembly and spoke repeatedly about the need to create actionable change. Important points were made about working contextually and with the right intentionality; Gerardo cited the example of his previous experience with HeForShe where he was speaking as a young man and could only do so on the part of this constituency.  

Additionally, rallying cries were made throughout for the youth to realize their full potential and the lack of limitations applicable to previous generations. In between queries by the delegates on how to make their opinions and ideas matter in a political climate often dominated by seniority, the panelists empowered the youthful delegation to collaborate on each others projects and thus amplify their impact. 

As the workshop neared the end, the focus shifted towards issues of sustainability and the importance of an “end goal.” Derrius made an impassioned call for delegates to reexamine their motives for scaling up and concentrate instead on fully solving the problem they began with in order to be able to “go home” eventually.