At the turn of the century, large numbers of women in Europe and America were taking up employment as workers in various factories. Industrialisation exposed women to various forms of discrimination and exploitation. In 1908, thousands of women marched in New York, demanding shorter working hours, better pay and voting rights. They also marched when more than 140 people of whom 129 were women were burned to death in a factory where they were working. In subsequent years, these women observed Women's Day on the last Sunday of February to mobilise for the advancement of their rights in the United States. Their campaign was called "Bread and Roses".