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2015 One Show - Social Media

The Autocomplete Truth Breaks All Barriers

Agency Memac Ogilvy / Dubai

Client UN Women
BACK TO RESULTS

Annual ID

150777A

About the Work

In today’s age, it’s almost unthinkable to consider gender inequality as a persisting issue. UN Women however, sees that despite decades of global advancement, discrimination against women is still rampant worldwide. We needed to reveal this to a global audience and reignite a conversation everyone thought was resolved. Using Google autocomplete, fed by 6 billion searches daily, we held up a mirror to the world and exposed the truth. The shocking results became the faces of our campaign, initiating people to debate on Social Media, TV talk shows, radios, blogs, Global PR summits and in classrooms worldwide, with our campaign hashtag (#womenshould) transforming the world into one enormous UN forum for the people. The Most Shared Ad 2013 (Adweek). Social Good Campaign 2013 (Ad Council). It has now reached 1.3 Billion Global Impressions with 335 Million Twitter Impressions to date, with discussions still being sparked online well into 2015.