words are a
powerful thing.
Unconscious gender bias fuels the gender pay gap and even the most progressive are guilty of it. The problem is how do you make the unconscious, conscious?
In order to create real change, we need to change people's behavior. So we created a plug-in for Slack, like spell-check but for gender bias. But real issues need real faces, so to bring attention to our campaign we asked 60 female leaders (and yes, that includes Hilary Clinton) to share their bias and show what these labels really mean while creating a global movement around the power of words.
Client: Catalyst
Year: 2019-2021
Copywriter, CD: Whitley Edwards
Press: Adweek, Campaign US, The Drum, CNET, AdAge, Forbes, Campaign US Top 5 IWD Campaigns
Awards: ADC Awards - Bronze Cube
Campaign US I&C Diversity Award
Shorty Social Good Finalist - Gold
Webby Nominee
One Show Shortlist
Results: $0 media budget
Photo Uploader
To support the campaign we created a photo generator. Where women could upload their photos and choose a word they’ve heard used to describe them to share on their social channels for International Women’s Day.
Slack Plug-In
Our Slack Plug-In was designed to privately message and offer you the chance to correct yourself when using gender-biased language (think spell check but for gender-bias).
Available in 4 languages.