PolyMic Re-imagines a Feminist-Friendly World
Vasiliki Marapas — November 17, 2013 — Social Good
PolicyMic’s feminist campaign is an extension of another successful crusade against gender inequality. Earlier this year, UN Women launched a viral ad campaign to highlight the alarming sexist attitudes and behaviors that continue to pervade contemporary society. The campaign featured close-ups of women's faces, with a Google search bar over their mouths, revealing real-life searches and search suggestions that proved to be most offensive.
Now, PolicyMic has adopted the same format for another round of advertisements meant to showcase the perturbing, threatening and hateful social perspectives directed towards women who identify as feminist. The campaign features feminist activists, authors and writers. This time, the phrases typed in the search engine read “are feminists,” “why do feminists,” and “feminists should.” The Search Engine Autocomplete Results are equally as, if not more, vile than the previous campaign, reading: “are feminists evil,” “why do feminists exist,” and “feminist should be shot.”
Fortunately, PolicyMic is able to imagine a world in which this injustice is not tolerated, highlighting more positive phrases like “feminists should live without fear” and “feminists must be heard.”
Now, PolicyMic has adopted the same format for another round of advertisements meant to showcase the perturbing, threatening and hateful social perspectives directed towards women who identify as feminist. The campaign features feminist activists, authors and writers. This time, the phrases typed in the search engine read “are feminists,” “why do feminists,” and “feminists should.” The Search Engine Autocomplete Results are equally as, if not more, vile than the previous campaign, reading: “are feminists evil,” “why do feminists exist,” and “feminist should be shot.”
Fortunately, PolicyMic is able to imagine a world in which this injustice is not tolerated, highlighting more positive phrases like “feminists should live without fear” and “feminists must be heard.”
Trend Themes
1. Viral Ad Campaigns Against Sexism - Opportunity for companies to create impactful ad campaigns that raise awareness about sexist attitudes and behaviors.
2. Exploring Misogyny in Search Engine Autocomplete - Offers potential for tech companies to address bias in autocomplete algorithms and promote a more inclusive and respectful online environment.
3. Empowering Feminist Activists and Writers - Potential for publishers and media platforms to amplify the voices of feminist activists and writers, promoting gender equality and challenging harmful stereotypes.
Industry Implications
1. Advertising and Marketing - Disruptive innovation opportunity for ad agencies to create impactful campaigns that challenge social norms and promote gender equality.
2. Technology and Search Engines - Potential for search engine companies to improve autocomplete algorithms to reduce bias and foster a more inclusive online experience.
3. Media and Publishing - Opportunity for media platforms and publishers to elevate the voices of feminist activists and writers, inspiring positive social change and challenging societal norms.
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