UN Women — The Autocomplete Truth
Most ad campaigns are trying to sell products and services; that’s why it’s refreshing to occasionally see a campaign that promotes a social cause. However, it’s a little bit difficult to create a social campaign that will leave a mark and change the point of view on a certain issue(or even create a whole new conversation). The UN Women’s 2013 campaign, “The Autocomplete Truth”, is an example of such an evolving effort.
UN Women is an organization, part of the UN, with offices located in Africa, America and the Caribbean, Arab States and North Africa, Asia and the Pacific and also Europe. Its goal is to protect gender equality, yet make sure that women all across the world meet their needs and rights. First of all, it points in enhacing women’s economic empowerment and increase their leadership. Yet it tries to accomplish that all females live in peace, without facing discriminations, due to their gender.
On March 9 2013, a campaign was launched worldwide just to reveal that sexism still exists and is a major issue in today’s society. Memac Ogilvy and Mather Dubai, developed an original series of ads based on Google searches. For the campaign, portraits of different women, from different cultural backgrounds, are depicted with results of actual Google searches, on their mouths.
This campaign uses Google to show how gender inequality is a worldwide problem. Developed to highlight the discrimination against women and the sexist attitudes of society, the ads are obviously intended to provoke a widespread reaction from a modern audience experiencing the grip globalisation has on society.It was inescapable that this content would bring imbalance issues and push them into perspective of the modern world, with the message behind the content encode with blame. The ads focused on the subconscious makers of these pictures, pinpointing web users who can be nearly ensured to have made at least on Google Search in their lifetime.
The Autocomplete Truth campaign’s results exceeded every expectation. It created headlines around the world, including in news outlets, magazines and websites like BBC, CNN, Time, The Huffington Post, The Guardian, Mashable, Buzzfeed, Le Figaro, Metro Sweden, Times of India and Elle. Overall, it was mentioned in the media close to 600 times. In addition, it was featured in leading TV and radio shows and was even presented in the 2013 NASCAR races. Also,the campaign was positively educational and created some genuine mindfulness for UN Women. It turned into the most shared promotion of 2013 on Adweek and Social Good Campaign of 2013 .
The last outcome was 1.2bn impressions and 24m Twitter mentions. The agency additionally filled its racks with various honors. The #womenshould hastag was a resonating achievement, tweeted in more than 50 nations and getting more than 134 million impacts on Twitter. No less than 755 million people noticed the campaign universally.
This campaign is trying to show us that to make most extreme engagement for a campaign, it’s best to discover an idea which is simple, all inclusive and one that effectively identifies with our day by day lives. It is additionally suggested that this idea would urge individuals to try different things with it all alone and offer their outcomes with others. In particular, this campaign illustartes the power of virality, indicating how essential it is that advanced campaigns fit into the “online” world — by including; hashtags, shares, etc.
- Our team (Market Rangers): Laoura Apostolou, Dimitra Giannakopoulou, Marilyn Koutonias, Christina Panagakou, Eleni Protopapa, miketrigkas, Marios Joseph
- Special thanks to Mrs. Betty Tsakarestou
