A powerful new ad campaign from UN Women captures a startling picture of modern sexism — one that reveals the Internet-using world's vile opinions towards females. It's striking and upsetting and really succeeds in making its point.
You've probably noticed that when you start typing a search term into Google, the search box populates with popular phrases that other Google-users have searched. Occasionally this can be funny — Go to search "Can Jessica Biel Dance?" and Google will suggest "Can Jesus microwave a burrito? — and occasionally it can be horrifying. Search "Women need to", for example, and the first suggested term that shows up is "Women need to shut up." The ad campaign, created by Ogilvy & Mather Dubai, shows these upsetting suggestions — based on ACTUAL search outcomes — and uses them as a call to action for females.
Campaign creator Christopher Hunt told AdWeek "This campaign uses the world's most popular search engine to show how gender inequality is a worldwide problem. The adverts show the results of genuine searches, highlighting popular opinions across the world wide web."
Here's a search suggestion for you. Women need to...stand up against this bullshit.