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Maybe it comes as a shocker,fingering videos or not, but on average, in America? Women are paid 20 percent less than men are.

That's the message Facebook COO Sheryl Sandberg—whose other claims to fame include writing Lean In: Women, Work and the Will to Lead—has for you to know, to understand, and to act on.

Timed with Equal Pay Day on April 4, Sandberg's launching a new campaign titled #20PercentCounts, Peoplereported Monday.

The effort includes partnerships with businesses—including energy bar company LUNA and your friendly neighborhood "woke" ride-hailing app Lyft—in 25 different American cities, as well as a campaign video, created by Funny Or Die, Hulu, and LeanIn.org.

And with it: LUNA, Lyft, P&G, and Salesforce are all going to be offering 20 percent off discounts or other special offers on Equal Pay Day for the campaign.

Lyft, for example, will donate 20 percent of proceeds from rides taken in more than 240 cities to organizations that serve women and families.

"We know that equal pay is just one of a number of barriers that women face in the workplace, and today we strive to do our part to grow awareness and support for bridging the pay gap," Lyft CEO Logan Green said in a statement.

Sandberg's well-versed in issues around gender equality. Though she became Facebook's highest paid employee in 2011, she's been outspoken about the issue of pay discrimination.

Sandberg's new book Option B: Facing Adversity, Building Resilience and Finding Joy later comes out later this month.

“Equal pay is essential to the goal of gender equality,” Sandberg said in a statement. "This issue speaks to how we value women’s labor, knowledge, time, training, and so much more. In short, it’s about women’s worth. There’s nothing more fundamental than that.”

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