New Ad Uses Google Search Results to Reveal Sexism

By Jorge Rivas  |  October 22, 2013 | 5:41am
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A new ad campaign from the United Nations uses genuine Google search engine “auto-complete” results to call attention to the prevalence of sexism and discrimination against women around the world. The ads take advantage of Google’s search engine predictions that are based on real search trends.

“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, one of the creative directors on the campaign. “The idea developed places the text of the Google searches over the mouths of women portraits, as if to silence their voices.”

UN Women–an arm of the UN that focuses on women’s issues–points out the text of the Google searches over the mouths of the women’s portraits, as if to silence their voices.

The ads include fine print that reads “actual Google search on 09/03/13.”

(Photos: U.N. Women/Ogilvy & Mather, Dubai, United Arab Emirates)

 
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