Catalyst - "#BiasCorrect" by ADC Annual Awards 2020
Filter results by
| Title | #BiasCorrect |
| Brief | The #BiasCorrect Plug-In was designed to call out gender bias in the workplace-- making the unconscious, conscious. Like spell check, but for gender bias, this technology flags bias words to users and offers them bias-free alternatives, all in real time. To promote the plug-in, we created a fully integrated campaign where these bias labels were featured across 60 real boss ladie’s faces. Each word was redefined calling attention to the fact that, at its core, these negative female words have the same meaning as their positive male alternatives. We created a virtual army of women whose images helped us spark a conversation around the power of words, inspiring people to download the plug-in and join the movement. |
| Agency | Burns Group |
| Campaign | #BiasCorrect |
| Advertiser | Catalyst |
| Brand | Catalyst |
| Posted | December 2019 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Problem | Subscribers Only |
| Media Type | Digital |
| Creative Agency | B...s G...p Subscribers Only |
| Client | Ca....st ..c Subscribers Only |
| Slack Plug-In | Es....ra Subscribers Only |
| Joanne McKinney, CEO | B...s G...p Subscribers Only |
| Sam Arcade, ECD | B...s G...p Subscribers Only |
| Nicole Lucey, ECD | B...s G...p Subscribers Only |
| Whitley Edwards, ACD Copy | B...s G...p Subscribers Only |
| Meghan Dailey, ACD Art | B...s G...p Subscribers Only |
| Natalie Glaser, Group AD | B...s G...p Subscribers Only |
| Alanda Fellows, DIP | B...s G...p Subscribers Only |
| Maria Hummel, IP | B...s G...p Subscribers Only |