Sports Illustrated Swimsuit has historically been seen as a publication that inadvertently, or not, objectified women and manufactured a Euro-centric standard of beauty. And the ads that filled their magazine weren’t any better.

SI Swimsuit needed to shed old perceptions and invite their brand partners along to prove that they were committed to moving women forward. Not holding them back. How could they do this? By turning their ad space into a place to support women.

Pay With Change is the first-ever media buy paid for with change, rather than money. Starting in 2022, brands can only advertise the progress and equity they’re making for women. Not the products they sell.

The initiative garnered 2.4B+ impressions in the first 48 hours, with 94+ articles/syndications (and counting).