UN Women launched a new advertising campaign. It is designed to highlight the gender inequalities that still exist around the globe. And it is as simple and visual as woman’s face.
Campaign creator Christopher Hunt of Ogilvy & Mather Dubai advertising agency said, “This campaign uses the world’s most popular search engine (Google) to show how gender inequality is a worldwide problem. The adverts show the results of genuine searches, highlighting popular opinions across the world wide web.”
Searches of terms such as “women shouldn’t” and “women need to”, were performed on a single day in September 2013 with Google Autocomplete feature in place. The auto-complete suggestions are neither biased nor prejudiced. They appear as drop-down lists while we type our search terms and are predicted by computer algorithms, based on searches from previous users. They do not reflect the opinions of the company, only the interests, opinions, biases etc. of the users.
Thus far, this Google-inspired ad campaign is ranked as one of the most successful and talked about campaigns in UN Women’s fight for women’s rights and equality.
Hailing from the distance of centuries past…
Plato (428/427 BC – 348/347 BC) about sexes: “The one gender is far superior to the other in just about every sphere.”
Aristotle (384 BC – 322 BC): “...as regards the sexes, the male is by nature superior and the female inferior, the male ruler and the female subject. And the same must necessarily apply to all mankind.“
Herodotus (484–425 BC) on the Persian custom of not showing sons to their fathers up to the age of five: “Until then, the boy lives and cared about by women. The reason being that if the baby dies, the father will not be excessively aggrieved.” The historian concludes, “In my opinion, it’s a very good custom.”
Martin Luther (1483 – 1546): “Tis you women, with your tricks and artifices, that lead men into error.” And another one:
The word and works of God is quite clear, that women were made either to be wives or prostitutes.” And yet another quote — notice an amazing logicality of his train of thoughts: Women … have but small and narrow chests, and broad hips, this is why they should remain at home, sit still, keep house, and bear and bring up children.”
It does sound like the recent Google auto-completed suggestions for women should, women need to and women cannot came straight from the mouths of the four gentlemen quoted above, doesn’t it?
You’ve come a long way, baby-doll, but there is a long road still ahead…