A series of ads, developed for UN Women by Memac Ogilvy & Mather Dubai, expose the inequality and sexism that is still prevalent around the world. They Googled the words “women should” and let Google autocomplete the rest of the sentence. The results were shocking…everything from “women should stay at home” to “women should be slaves”. Based on searches dated 9 March, 2013 the ads expose negative sentiments ranging from stereotyping as well as outright denial of women’s rights.
“When we came across these searches, we were shocked by how negative they were and decided we had to do something with them,” says Christopher Hunt, Art Director of the creative team. The idea developed places the text of the Google searches over the mouths of women portraits, as if to silence their voices.
“The ads are shocking because they show just how far we still have to go to achieve gender equality. They are a wake up call, and we hope that the message will travel far,” adds Kareem Shuhaibar, copy writer.
The ads were created to inspire conversation about the topics of women’s rights and the discrimination that women still face across the globe. Though Google uses complex, automated algorithms generate search results, which can differ according to factors like region and time, it is still shocking that these results occurred. Hopefully the fact that “women should be slaves” was autocompleted doesn’t mean that “women should be slaves” is frequently googled. Either way, the ad’s draw attention to the fact that women across the world are still treated poorly. There is still widespread discrimination and sexism across the globe. These ads show the disturbing thoughts that some men across the world still have about women. By inspiring this conversation, the creators of the ads are hoping that they can inspire change, and a call for more emphasis on rights for women.
Check out the ad’s below: