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#Redefinewomen
#redefinewomen - A social movement that took sexism out of the dictionary

RAN IN: Australia

CLIENT
#Redefinewomen

AGENCY
Host *Lead Agency

Kiah Nicholas, Writer
Georgia Patch, Planner
Jon Austin, Creative Director


SUMMARY

We live in a world where sexism is still a major issue. In a ‘category’ defined by big political movements and big global brand campaigns, this is a case study about 2 junior agency executives making a significant contribution to a real issue – sexist language in the world’s largest online dictionary.
 
The resulting social media campaign #redefinewomen, drew attention to numerous outdated sexist definitions on Google Define. The worldwide awareness that the social movement created resulted in 16 definitions being changed and damaging sexist language being removed from over 22 million Google searches per year. 
 
This was achieved with zero budget and without the backing of any movement or brand. 

CASE STUDY

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Additional Materials:

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Classification: National

Language: English