The UnFair Campaign led our community to face white privilege head on.
We also encourage you to keep up this vital discussion in your home, in your neighborhood and with your area leaders.
A series of ads, developed as a creative idea for UN Women by Memac Ogilvy & Mather Dubai, uses genuine Google searches to reveal the widespread prevalence of sexism and discrimination against women.
Based on searches dated 9 March, 2013 the ads expose negative sentiments ranging from stereotyping as well as outright denial of women’s rights.
“When we came across these searches, we were shocked by how negative they were and decided we had to do something with them,” says Christopher Hunt, Art Director of the creative team.
It is one of the few tech-based words to become a verb and is all pervasive in our daily lives.
What Google has in spades and why it is such a powerhouse, is data.
Every search term we use, every click we make, what we do and when is tracked by Google to constantly refine our online experience.
So while this information is predominantly used to personalise our experience, when one looks at the data en masse, some interesting, hilarious or unfortunately, seriously saddening insights become apparent.
The idea developed places the text of the Google searches over the mouths of women portraits, as if to silence their voices.
“The ads are shocking because they show just how far we still have to go to achieve gender equality.
They are a wake up call, and we hope that the message will travel far,” adds Kareem Shuhaibar, copy writer.