Arçelik A.Ş.: Equal Dictionary

Household appliances manufacturer Arçelik created mobile apps to reduce the use of gender discriminatory words or phrases to mark International Women’s Day in Turkey.

Campaign details

Brand: Arçelik A.Ş.Agency: Mobi Wan

Executive Summary

We aimed to create a sustainable "solution" not a campaign, to tackle with the usage of gender discriminatory language in order to celebrate World Women Day, 2018.

In this digital era and owing to high level of social media usage, our communication became more written (instead of verbal) than ever in history. The essence of our creative idea aroused from this fact: Messages and social sharing effect hundreds of people on social media and WhatsApp groups, while the impact of our P2P verbal communication is still very limited...

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