The suggestive campaign that's highlighting gender inequality

STORY: This is the provocative ad campaign that's raising eyebrows - and awareness in New York City.

The tagline?

‘So many dicks, so few of everyone else.’

U.S. beauty company e.l.f. says the aim is to call attention to the under-representation of women and minorities heading American companies.

According to its campaign, there are roughly 550 men named, "Richard," "Rick," or "Dick," serving on U.S. corporate boards.

That is out of some 37,000 total spots.

e.l.f. Beauty’s chief brand officer Laurie Lam says the suggestive campaign was designed to get more people talking about who is – and isn't – sitting in corporate boardrooms.

"We actually decided to craft one that was going to be attracting, was newsworthy, and was actually going to be able to create impact and inspire others, by talking about and highlighting the fact that men with the name Richard, Rick or Dick actually outnumber the number of groups of underrepresented people."

JENNIFER MCCOLLUM: “So within the Fortune 500 there are about a little less than 10% of women are CEOs.”

Jennifer McCollum is the president of Catalyst, a nonprofit group that tracks and researches gender equality in the workforce.

“Here's the problem: women are entering the workforce at the same rates as men. So you start at about 50/50 at that very first level of leadership when they become frontline leaders, it immediately shifts to 60, 40, men to women. So the problem starts early. And that's why it's exacerbated all the way up to the CEO level.”

According to the U.S. Bureau of Labor Statistics, women make roughly 84% of what men earn, on average.

The Pew Research Center found in 2023 that "the gender gap in pay has remained relatively stable in the United States over the past 20 years or so."

At e.l.f. Beauty, Lam says the board is composed of two-thirds women and one-third diverse representation.

“Through our research, we learned that boards that are actually gender diverse are 27% more likely to outperform financially those that are not gender diverse. On top of that, we also learned that ethnically diverse boards are 13% more likely to outperform boards that aren't as well. So it's good for business.”