How DDB Aotearoa’s ‘Correct the Internet’ Gets to the Heart of IWD … – Little Black Book – LBBonline
For International Women’s Day, Priya Patel, CEO at DDB Aotearoa discusses the campaign that tackles search engine bias and explores what it means for agencies and brands building an equitable online future, writes LBB’s Laura Swinton
In January 2023, ‘Correct the Internet’ launched, urging all of us to join the fight to highlight and correct internet search engine results that bury female sporting achievements. The insight was devastating: that non-gendered online searches about sporting achievements, such as ‘firsts’ or ‘high scores’ tend to default to male athletes, even when a female player is the true record holder. ‘Correct the Internet‘ is a tool that makes it easier to send feedback to search engines – and it’s backed by a powerful creative campaign.
At a time when female participation in sport drops off throughout girlhood, female sporting achievements are too powerful to hide. But ‘Correct the Internet’ also points at something even bigger – the sheer imbalance of online…
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source: https://news.oneseocompany.com/2023/03/07/how-ddb-aotearoas-correct-the-internet-gets-to-the-heart-of-iwd-little-black-book-lbbonline_2023030741574.html
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