Catalyst #BiasCorrect
Look ma, we created a plug-in! Think spell check, but for gender bias. This baby flags your gender bias statements in Slack (and other workplace chats that no one cares about) and offers non-bias alternatives in real time. To promote the plug-in, we created a global campaign around our photo generator where women select their bias word of choice. We assembled an army of badass lady leaders to create their own bias post, led by the ultimate Nasty Woman: HILZ. (And yes, we have an official email from the office of HRC approving the campaign—which we like to show off as often as possible.) But Hillary wasn’t the only one who got in on it. We gained 188.5 million impressions, 35 million hashtag reach on Twitter and people continue to use the uploader today.
Press: AdAge’s Editor’s pick IWD 2019
AWARDS
Bronze Cube - Use of Technology - ADC AWARDS
Gold - Organic Promotion - Shorty Social Good Award
Campaign US Inclusive and Creative Award
Creative Effectiveness - One Show Shortlist
Craft Use of Technology - One Show Shortlist
Featured in ACT exhibition at Cannes Lion Festival