Ad Campaign Addresses Persistent Sexism in Google Searches

Mary Mazzoni – Triple Pundit – Friday, November 01, 2013 (originally published 31 Oct)

UN Women Google search ad
Image: UN Women

Google autocomplete provides a unique peek inside the collective conscious. Responses are often head-scratching or even hilarious (type in the word “what,” and you may receive suggested queries like “does the fox say” or “is twerking”), but a new ad campaign reveals a much darker side to the world’s Google searches that points to pervasive discrimination against women.

The campaign, developed as a creative idea for UN Women by Memac Ogilvy and Mather Dubai, features portraits of women with autocomplete results for search terms like “women shouldn’t” and “women need to” covering their mouths.

Based on searches dated March 9, 2013, the ads expose negative sentiments ranging from stereotyping to outright denial of women’s rights. For example, after typing in the term “women should,” top responses included “stay at home” or “be in the kitchen.” The term “women shouldn’t” yields even more disturbing results, such as “vote,” “drive” or “have rights” . . .

. . . read complete article . . .