Are all engineers men? Are all preschool teachers women? This is the stereotypical image you get if you perform an image search for different professions on the internet. Now a new browser extension called Re-Search is being launched, which gives men and women more equal space in the search results. Swedish technology company Semcon is behind the solution, and they are making Re-Search available free of charge and as open source software. When you perform an image search of professions with Re-Search, an alternative search is done in parallel to make the results more gender balanced. The alternative search results are presented in a new window where pictures that would otherwise end up further down are brought forward. Semcon's aim is that the engineering profession will become attractive to a wider range of people. Agency: Forsman & Bodenfors
Media: TV
Media: Digital
Category: Public interest
Client: Semcon
Peoduct: Re-Search
Agency: Forsman & Bodenfors
Production: Folke Film
Country: Sweden
Director: Laerke Herthoni
Art Director: Karin Jacobsson
Copywriter: Gustav Johansson
Producer: Daniel Andersson
Agency Producer: Jim Elfving
Account Supervisor: Susanna Glenndahl Thorslund
Account Manager: Jessica Bonebjär, Helen Johansson
Digital Strategist: Stefan Thomson
Designer: Magnus Almberg
Planner/Researcher: Klara Knape
PR-strategist: Bjarne Darwall
PR agency: Matter
Media Partner: Aol/BeOn
Editor: Peter Brandt
Colorist: Sophie Borup
Online: Can Film
Published: December 2016