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

This case study shows how two junior agency executives from Host created the global social media campaign #redefinewomen to draw attention to outdated sexist definitions on Google Define with no budget or backing of any movement or brand.

Campaign details

Agency: HostAdvertiser: #redefinewomenCategory: Small Budget

Executive 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 out-dated sexist definitions on Google Define. The worldwide awareness that the social movement created resulted in 16 definitions being changed and damaging sexist language...

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