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The Autocomplete Truth

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Earned Media Campaigns / 2014

In today’s modern age, it’s unthinkable to consider gender inequality as a persisting issue. UN Women however, sees that despite decades of progress,discrimination against women is still rampant worldwide. We needed to lay this bare to a global audience. Using Google autocomplete, fed by 6 billion searches daily, we exposed the hidden truth on gender bias. The campaign drove men and women to debate on social media, TV, radio, blogs and classrooms worldwide. With 1.2 billion media impressions and 224 million Twitter impressions, the campaign started a conversation everyone thought was finished.

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