Creativity

The Truth About Sexism, Via Google Autocomplete -- No. 2 in Print/Design

UN Women Campaign Highlights Gender Inequality

Published on Oct 22, 2013

Editor's Pick

This campaign for UN Women (The gender equality arm of the United Nations) is making headlines around the world today thanks to its shocking use of Google autocomplete search terms to highlight the prevalence of sexism around the world. A series of print ads, by Memac Ogilvy Dubai, uses genuine autocompletes from Google (done on March 9th) with the words "women should," "women need to" "women shouldn't" or "women can't" are typed into the search engine. The horrifying results include searches such as "women shouldn't vote", "women need to be disciplined" and "women shouldn't have rights".

In a statement, Ogilvy art director Christopher Hunt said: "When we came across these searches, we were shocked by how negative they were and decided we had to do something with them." UN Women is now asking Twitter users to debate the campaign using the hashtag #womenshould.

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About

Credits

Date
Oct 22, 2013
Agency:
MEMAC Ogilvy Dubai
Art Director:
Christopher Hunt
Client:
UN Women
Copywriter:
Kareem Shuhaibar

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