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...