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Award: Wood Pencil

Wood Pencil / Digital Marketing / Tactical Digital Marketing / 2017

Somehow it’s become acceptable for the media to judge female athletes by their appearance instead of their accomplishments. To combat this issue, Dove used AI to identify sexist quotes about female athletes in real-time, across digital, print, radio and broadcast outlets worldwide. Then they empowered everyone to take a stand by using social media to share the offensive quotes directly back to the outlets that said them. Over the summer of 2016, Dove led the charge against sexist media coverage with a globally trending movement that set a new standard for how we talk about female athletes.

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