A series of ads, developed as a creative idea for UN Women by Memac Ogilvy & Mather Dubai, uses genuine Google searches to reveal the widespread prevalence of sexism and discrimination against women. Based on searches dated 9 March, 2013 the ads expose negative sentiments ranging from stereotyping as well as outright denial of women’s rights.
“When we came across these searches, we were shocked by how negative they were and decided we had to do something with them,” says Christopher Hunt, Art Director of the creative team. The idea developed to place the text of the Google searches over the mouths of women portraits, as if to silence their voices.
“The ads are shocking because they show just how far we still have to go to achieve gender equality. They are a wake up call, and we hope that the message will travel far,” adds Kareem Shuhaibar, copy writer.
For UN Women, the searches confirm the urgent need to continue making the case for women’s rights, empowerment and equality, a cause the organization is pursuing around the world. UN Women is heartened by the initial strong reaction to the ads and hopes they will spark constructive dialogue globally.
[Editor: Thanks to Kathy at Dempsey’s for the heads up]
Scroll on past the Memac Ogilvy & Mather images below for the same Google search results for ‘What Men Should, Shouldn’t, Need To and Cannot‘ as at 23 October 2013 – as a man they are kinda disquieting:
Search suggestions as at 23 October for Women Shouldn’t:
- work
- be in combat
- vote
- be cops
- wear bras
- go to college
- wear makeup
- drive
- hit men
Search suggestions as at 23 October for Women Cannot:
- be trusted
- be pastors
- have it all
- drive
- find husbands
- vote in which countries
- teach men
- give birth
- can’t read maps
Search suggestions as at 23 October for Women Need To:
- shut up
- grow up
- sleep more
- know about men
- feel safe
- be wanted
- support each other
- feel loved
- stand up for themselves
Search suggestions as at 23 October for Women Should:
- cover their heads
- not speak in church
- not wear pants
- not preach
- be treated the same as men
- remain silent in the churches
- rule the world
- not teach in church
- not vote
What Men Should, Shouldn’t, Need To and Cannot:
Alan Straton
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