STO R I E S F R O M
THE MODERN
HOME FRONT

A documentary that explores the
triumphs and struggles of
families where the wife wins the
bread and the husband mans the
home.

Featured on the Katie Couric Show

July 23, 2013
To Whom It May Concern:
The San Francisco Film Society is the proud sponsor of The Big Flip by Isabella
Chan. We require that a director demonstrate high professional standards through
previous work and propose a project that promises to be an imaginative contribution
to the media arts field. In addition, the prospective project must be feasible within
the budget outlined. Isabella Chan’s The Big Flip meets all of these requirements.
The San Francisco Film Society will administer any funds received in support of
this project. Donations to the San Francisco Film Society are tax deductible to the
full extent allowed by law.
Should you have any questions about The Big Flip please do not hesitate to call or
write.
We proudly endorse this project and urge you to support it.
Sponsored by
the SF Film
Society in
their Project
Development
program

WHY WE CARE

There’s been a shift.

NEW ECONOMICS OF MARRIAGE:
RISE OF WIVES
01.19.10
Wives who make more money than their husbands:
1970
4%
2010
22%

RICH MOM, POOR DAD:
WOMEN BECOME BREADWINNERS
03.20.12
Nearly 40% of U.S. working wives now out-earn
their husbands, and... they'll soon make up a
majority.

ALPHA WOMEN,
BETA MEN
11.23.03
Wives are increasingly outearning
their husbands, but their new financial
muscle is causing havoc in the home.

And this is only just beginning.

Bachelor degrees going to women 60%
Master’s degrees going to women 60%
Law school students who are female 52%
Med school students who are female 47%
National Center for Education Statistics, 2008 & 2010

1997 2010/2011
66
56
59
58
YOUNG WOMEN’S AMBITIONS
OUTSTRIP YOUNG MEN’S
18-34-year-olds who say high-paying work is very important
%
%
%
%
Pew Research Center

Labor Department, 2010
$0
$0.25
$0.50
$0.75
$1.00
$0.81
$0.91
$1.00$1.00
YOUNGER WOMEN CLOSING
THE GENDER INCOME GAP
How much a woman makes for every $1 that her same-age male counterpart makes
25-34 years old
16-24 years old

Which means soon, there will be a big flip.

In 15 YEARS, WOMEN are
projected to not just to close the income
gap with men—but to OUT-EARN
MEN ON AVERAGE.
“What women want” project

But the cost of these gains?

“...although women as a group have
made substantial gains in wages,
educational attainment, and
prestige over the past three
decades, [research has] shown that
WOMEN ARE
LESS HAPPY TODAY
than their predecessors were in
1972, both in absolute terms and
relative to men.”

SOBERING FACTS

Husbands whose wives make more money
are 61% LESS HAPPY.
The National Marriage Project, University of Virginia, 2010

WIVES who are primary breadwinners
are significantly LESS HAPPY
about family life than other women.
The Impact of Relative Earnings Among Dual-Earner Couples on
Career Satisfaction and Family Satisfaction, Cornell University, 2009

Men are
5 TIMESMORE LIKELY TO CHEAT
when they’re completely dependent
on their wives’ incomes.
American Sociological Association, 2010

DIVORCE IS
40% MORE LIKELY
when a woman makes over 60% of the
family’s income.
Journal of Family Issues, Western Washington University, 2010

Which leads one to wonder...

Will
LOVE FADE,
RESENTMENTS FESTER,
and
MARRIAGES CRUMBLE
in this new set-up?

Or
CAN LOVE ENDURE?

WHAT WE CAN
DO TOGETHER

OUR QUEST
Understand what it takes for women and men to thrive,
for love and happiness to endure in the Big Flip.

OUR ULTERIOR MOTIVE
Inspire businesses to
1. Develop new products & services
2. Design new business environments and employee programs
that will help Big Flip families thrive

CHANGE THROUGH DESIGN

CHANGE THROUGH DESIGN

Design challenges and opportunities

1. Men and Babes

Early musings from the Big Flip design notebook...

2. Man the House and
Father the Kids

Design challenge
How do you make mopping as exciting as hockey?

3. The Evil Twins—
Stress & Guilt

Design challenge
How do you make business travel a de-stress and
un-guilt opportunity women can (secretly) look
forward to?

4. Recognition & Reward

Design challenge
How do we reward and recognize breadwinner wives
for their incredible accomplishments?

Design challenge
How do we create fun and
meaningful ways to
recognize and reward at-
home dads for their daily
accomplishments?

Done right, innovative
products for Big Flip families
will benefit many working dads
and moms.

JOIN OUR QUEST
1. Take our design challenges
2. Spread the word—let people know why you care
3. Support our Kickstarter!

THANK YOU
Click here to watch our trailer and support our Kickstarter!