Plan International Debuted the Powerful 'Girls First' Campaign
Grace Mahas — December 28, 2019 — Social Good
References: plan-international.org & thedrum
A powerful video by Plan International shows the life-threatening impacts of living in a world designed for men. This provocative video underscores the tangible ways women and girls' lives are at risk just because of their gender.
The video starts with a couple making out, but the frame then changes to her at a doctor's office where she finds out she's pregnant and that abortion is illegal in her country. The next scene is a woman in a horrific car accident who is asking Google to call 911, however, Google's speech-recognition software doesn't understand. This is then followed by the statistic that the system is "70 per cent better at understanding a male voice." Moreover, viewers are then told that a woman is 47% more likely to be seriously injured in a car accident than a man.
The message behind this Plan International video is clear: "In a world designed for men, we put girls first."
The video starts with a couple making out, but the frame then changes to her at a doctor's office where she finds out she's pregnant and that abortion is illegal in her country. The next scene is a woman in a horrific car accident who is asking Google to call 911, however, Google's speech-recognition software doesn't understand. This is then followed by the statistic that the system is "70 per cent better at understanding a male voice." Moreover, viewers are then told that a woman is 47% more likely to be seriously injured in a car accident than a man.
The message behind this Plan International video is clear: "In a world designed for men, we put girls first."
Trend Themes
1. Gender Inequality in Design - Disruptive innovation opportunity: Design products and services that are inclusive and consider the unique needs and safety concerns of women and girls.
2. Speech Recognition Gender Bias - Disruptive innovation opportunity: Develop speech recognition systems that are equally effective in understanding both male and female voices, reducing bias and improving user experience.
3. Gender Disparities in Road Safety - Disruptive innovation opportunity: Implement measures to address the gender disparities in road safety, such as designing safer vehicles for women and promoting awareness and education on safe driving practices.
Industry Implications
1. Product Design - Disruptive innovation opportunity: Create gender-inclusive product designs that cater to the specific needs and safety concerns of women and girls.
2. Speech Recognition Technology - Disruptive innovation opportunity: Develop speech recognition technologies that eliminate gender bias and provide an equally accurate and reliable experience for users of all genders.
3. Automotive Industry - Disruptive innovation opportunity: Innovate within the automotive industry to address gender disparities in road safety by designing vehicles and implementing safety measures that cater to the unique needs of women.
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