Public Service/Social Welfare
"The Autocomplete Truth"
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Corporate Name of Client: UN Women
Client Account Directors: Nanette Braun/Yara Sharif
Account Manager: Sophie Wordley
Agency: Memac Ogilvy, Dubai
Executive Creative Director: Ramzi Moutran
Creative Director: Sascha Kuntze
Copywriter: Kareem Shuhaibar
Art Directors: Sabia Fatayri/Christopher Hunt/Leonardo Borges
Agency Producer: Carmel Missilmany
Photography Studio: Moreira Estudio, Caruaru Brazil
Producer: Souheil Zahreddine
Description of the Project:
In today’s day and age, it’s almost unthinkable to consider gender inequality as a persisting issue. UN Women however, sees that despite decades of global advancement, discrimination towards women is still rampant worldwide. We needed to lay this bare to audiences in both developed and developing societies, to reignite a conversation everyone thought was finished. Using Google’s autocomplete function, fed by over 6 billion searches daily, we held up a mirror to the world and exposed the hidden truth on gender bias that still prevails. The shocking search results became the faces of our campaign, driving people to debate the topic on social media (#womenshould), TV talk shows, radio stations, blogs, PR summits and in classrooms worldwide. The campaign revealed a human truth that defied our own understanding of gender equality today. It initiated people to experiment for themselves online, on various devices, in various languages, and for various other social issues too from race to religion, further reinforcing the viral nature of the idea. The Most Shared Ad of 2013 (Adweek). Social Good Campaign of 2013 (Ad Council). The campaign has now reached 1.2 Billion Global Impressions with over 224 Million Twitter Impressions. More than mass media coverage in every continent (BBC, The Guardian, Time, Huffington Post, CNN, Times of India, Folha de Sao Paulo and countless more), the campaign transformed social media into one enormous UN Forum for the people, putting gender equality back on the global agenda with just a few simple facts.