CASE STUDY - Gender equality is a global conversation. But, for all our talk, progress has been slow. So we set out to help the conversation by leveraging a brand with a surprising obstacle. 'Google: define', a tool belonging to a company known for its progressive nature, was inadvertently serving definitions that perpetuated out-dated gender stereotypes, like: rabid - "a rabid feminist". Our shared reference point of language - the dictionary - wasn't reflecting the changes women have fought so hard to see. We channelled the public's shock at this discovery in a social movement that appealed to Google to update their definitions. With no budget, we created Instagram tiles containing offending examples, and launched on Women's Equality Day, capitalising on a contextual news hook. Within a week, Google had commented, saying they were looking into it. And, true to their progressive reputation, they did. Google:define began to change their meanings to define words, not women.
Media: Interactive/ Case Study
Category: Other
URL: https://redefinewomen.tumblr.c...
Client: Host
Agency: Host
Country: Australia
Creative Director: Jon Austin
Copywriter: kiah nicholas
Strategist: Georgia Patch