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The rand equivalent of $12: the price for entry to the Museum of Contemporary Art in Chicago — but only for those who feel their earning potential has been negatively impacted by the gender wage gap.

According to the World Economic Forum, women across the globe earn on average $12,000 (R171,000) a year, compared to $21,000 (R300,000) for men. The museum is offering the reduced price — a full-priced ticket is $15 (R214) — to highlight the issue.

The move coincides with the launch of a new exhibition by acclaimed feminist photographer Laurie Simmons, which examines archetypal gender roles.