Adweek - 06.04.2020

ADWEEK 33

®

| APRIL 6, 2020

RAISING AWARENESS, AGAIN. BY KO IM

Ta c k l i n g G e n d e r B i a s

IN

FO

GR

AP

HI

C:

C

AR

LO

S^

M

ON

TE

IR

O

DATA POINTS

#BiasCorrect

Persuasive

Focused

Thoughtful

Determined

Assertive

Strategic

Pushy

Cold

Quiet

Feisty

Abrasive

Calculated

+180%

increase in the

number of countries

visiting the landing

page vs. 2019

campaign

+52%

increase in photos

downloaded/shared

directly from the

photo uploader vs.

2020 campaign

1/3

of total photo

uploader

participation

was from male

participants

361

companies

around the world

downloaded the

plug-in for Slack

49M+

estimated

donated media

impressions

26M

Bus shelters

200K

Encyclopedia

Womannica

podcast

800K

Digital

banners

1M

Hulu

20M

Captivate

elevator

screens

Catalyst’s #BiasCorrect campaign grew in its second year in terms of

participation (a 52% increase) and scope of inclusion. The project features photos

of women accompanied by stereotypical words alongside alternate adjectives.

Donated media that ran the campaign on New York bus shelters, Captivate

elevator screens, Hulu and digital helped raise awareness, with over 49 million

out-of-home impressions. Several high-profile men participated as well.

“By creating a very visible role for men, one-third of our participation came

from people who were not included last year,” said Jo McKinney, CEO, Burns

Group, the brand consultancy that worked with Catalyst.

Many more companies (361), including IBM, Nike and Verizon Media,

downloaded a plug-in for Slack to help identify gender stereotyping roles, but

there’s still a way to go to achieve equality at all levels.

“It will take intentional action by organizations and leaders to break down the

institutional barriers created by unconscious gender bias, ultimately closing the

gender gaps in leadership and creating workplaces that work for women,” said

Serena Fong, vp, strategic engagement, Catalyst.