Double Standard Autocorrect

December 2017


He's commanding, she's bossy. He's bold and passionate, she's emotional. He's a perfectionist, she's high maintenance. It's about time we change the stereotyped language in the workplace. It's about time we change the stereotyped language in the workplace.

Digital advertisement created by S.I. Newhouse School of Public Communications, United States for Google, within the category: Electronics, Technology.

Advertising School: S.I. Newhouse School of Public Communications, Syracuse, USA
Creative Director / Professor: Mel White
Art Director: Alanna Quinlan
Copywriter: Hairol Ma
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Fran Luckin's picture

It's an interesting thought... how well it will work in practice will depend on how accurate and useful the substitute words are. The trick is finding a word that means the same but is positive. The other thing is that people who adopt this plug-in for personal messaging will be people who already are sympathetic to discrimination. I think there's a really nice opportunity here to do a communication campaign aimed at business leaders, getting them to use the plug-in for working groups who use tools like Slack in their business - thereby co-opting people into the plug-in who might not be aware of how discriminatory language is. There'd be a great PR story there - people suddenly finding themselves not able to be sexist in their messages any more.

Fran Luckin
Activity Score 16
Chief Creative Officer at Grey Africa
Swati Bhattacharya's picture

i think pantene had done an ad few years back talking about the double standards that people use for women in business. but apart from that i like the way you have used this idea across different would be nice to use this tool while doing employee 360 ...while describing your colleagues ..juniors and seniors.start with making a list of words associated more with women than men...

Swati Bhattacharya
Activity Score 10
Chief Creative Officer at FCB Ulka
Charlie Wilson's picture

It's a nice thought, but has already been done I'm afraid. It won at Cannes last year as a way to stop kids bullying online.

But that's at least proof that it's a good thought!

It would work best at a company level to ensure that their employees are respectful in their internal comms.

Charlie Wilson
Activity Score 10
Chief Creative Officer at OgilvyOne Worldwide's picture

For the start, nice and noble idea, that seems and feels right. In a year of #metoo and Fearless Girl, giving voice to problems women face on a daily basis is good! I think this is powerful tool for HR departments in companies. There is also a PR potential in your idea if you take it further, beyond plug-in ! Imagine big old TV? Correct speakers and quests on talk shows? To super craft your existing platform, super craft the wording! Emotional - bold? Emotional - passionate? Nicely done and keep up the good work!

Activity Score 10
Creative Director at McCann Belgrade
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