Title#BiasCorrect
BriefThe #BiasCorrect Plug-In was designed to call out gender bias in the workplace-- making the unconscious, conscious. Like spell check, but for gender bias, this technology flags bias words to users and offers them bias-free alternatives, all in real time. To promote the plug-in, we created a fully integrated campaign where these bias labels were featured across 60 real boss ladie’s faces. Each word was redefined calling attention to the fact that, at its core, these negative female words have the same meaning as their positive male alternatives. We created a virtual army of women whose images helped us spark a conversation around the power of words, inspiring people to download the plug-in and join the movement.
Agency
Campaign #BiasCorrect
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Brand Catalyst

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PostedDecember 2019
Business SectorSubscribers Only
StorySubscribers Only
ProblemSubscribers Only
Media Type Digital
Creative Agency B...s G...p Subscribers Only
Client Ca....st ..c Subscribers Only
Slack Plug-In Es....ra Subscribers Only
Joanne McKinney, CEO B...s G...p Subscribers Only
Sam Arcade, ECD B...s G...p Subscribers Only
Nicole Lucey, ECD B...s G...p Subscribers Only
Whitley Edwards, ACD Copy B...s G...p Subscribers Only
Meghan Dailey, ACD Art B...s G...p Subscribers Only
Natalie Glaser, Group AD B...s G...p Subscribers Only
Alanda Fellows, DIP B...s G...p Subscribers Only
Maria Hummel, IP B...s G...p Subscribers Only

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