• by Sarah Mahoney  @mahoney_sarah, April 11, 2018

Promoting equal pay for women, a sensitive topic in most companies, isn’t stopping Adidas, Procter & Gamble and Lyft from leaning in this Equal Pay Day.

As part of the April 10^th observance, brands are using different ways to remind people that, on average, women make 20% less than men and that the gap is even worse for African American women and Latinas, at 38% and 46%, respectively. 

Lean In, which organizes the event, chose April 10, since women need to work four months and ten days longer than a man to earn the same salary. And it says this #20PercentCounts effort is to be the first of three public awareness campaigns.

Lyft, which last month launched an internal audit of its own pay structure, is turning the cars in its app into unequal signs to raise awareness of this income inequality. And its drivers are asking passengers to think about the impact of ending their rides with 20% still to go).

Adidas, which is printing equal-pay messages on shopping bags, is running information about pay disparities on its home page. And Procter & Gamble has included messages in its April brand saver.

The Girl Scouts, too, are marking the day, with social media efforts, including a Facebook Live event. And last week it launched the Girl Scout Network on LinkedIn, and hopes to tap the more than 50 million alums to connect. “Millions of girls already benefit from being a part of Girl Scouts as they grow up,” it says in its announcement. “And this new community on LinkedIn will similarly offer support for female professionals.” 

Lean In was started by Sheryl Sandberg, chief operating officer at Facebook, to promote gender equality in the workplace.