The One Show
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Category
Utility
Annual ID
OS23_IN041M
About the Work
Spark is New Zealand’s biggest broadband provider. Its purpose is to build a digital future with everyone in mind.
Unfortunately, most of the internet still runs on two gender data points: male and female. Making the online experience for trans and non-binary people demeaning, and the data captured on them inaccurate.
Spark wanted to help these communities feel seen online. Beyond Binary Code delivers that through a single piece of code that can be added to any website, instantly making forms and fields gender inclusive. Effects that flow on to all business touchpoints.
The problem was, gender inclusivity can be daunting to businesses. And we needed to engage them on an often politicised topic. So, we gave them an actionable tool, the code, while arming them with indisputable, ‘business-sense’ facts.
The four key elements of Beyond Binary Code are:
1. A code builder tool. Helps businesses collect gender data and customise code to suit their needs.
2. Downloadable HTML code. Added to any website to instantly update fields.
3. Getting business buy-in, implementing the code (specifically for small businesses), understanding data privacy obligations and/or the ripple effect gender data points have on an entire business.
4. Non-binary community members are the star of the idea. Leading the film, sharing stories, giving advice and promoting the idea.
We targeted three primary audiences:
1. Trans, non-binary and rainbow communities. The community members were co-creators, advisors, and advocates.
2. Changemakers in business. We worked with NZ businesses to design tools to help them get buy-in with management/stakeholders, how to roadmap change and implement it.
3. Progressive apathetics. Bringing to light a problem the rest of the nation hadn’t thought about: getting them to understand its roots, and view the concept of gathering gender data as archaic and unnecessary.
Beyond Binary Code is designed to be an enduring resource for businesses – an open source tool and education platform that will continue to drive change for years to come.
By making a simple update to business forms and fields, Beyond Binary Code turned a moment of vulnerability for so many people into one of genuine euphoria. And gave businesses true data on their customers so they can innovate and design with them in mind.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Colenso BBDO / Auckland
Client / Brand
OutLine Aotearoa / Auckland
Spark / Auckland
Copywriter
Billy Worthington
Erin Mattingly
Chief Creative Officer
Si Vicars
Creative Director
Beth O'Brien
Haylie Craig
Thomas Darlow
Director
Zia Mandviwalla
Editor
Cameron McColl
Luke Urquhart
Executive Creative Director
Maria Devereux
Producer
Duncan Bernard
Senior Designer
Hamish Steptoe
Senior Digital Producer
Chris Domin
Elle Kiddie
Technical Lead
Anna Markova
Brand Domain Chapter Lead
Hannah Bay
Brand Lead Partner
Frith Wilson-Hughes
Brand Partner
Ingrid Bennie
Business Manager
Elsi Gibbs
Jin Fellet
Chief strategy Officer
Rob Campbell
Co-Chair
Aych McArdle
Colourist
Pete Ritchie
Communication & Events Coordinator
James Malcom
Corporate Relations Lead Partner
Cassie Arauzo
Corporate Relations Partner
Brooke Hurndell
Creative Retoucher
Reks Kok
CX Strategist
Lizzie McCollum
Design Intern
Stella Wilson
DoP
Marty Williams
Fullstack Engineer
Kyle Wetton
General Manager
Claire Black
Lucy Grigg
Group Executive Creative Director
Dan Wright
Head of Innovation & Tech
Logan Maire
Managing director
Corey Esse
Music Composition
Cam Ballantyne
Production Designer
Neville Stevenson
Projections & Online
Jon Baxter
Senior Business Director
Ryan Butterfield
Senior Social Brand Partner
Caitlin Hayns
Senior TV Producer
Fern Holloway
Sound engineer
Craig Matuschka
Stills Photographer
Lula Cucchiara
Tribe Lead - Brand Experience
Sarah Williams
UI Designer
Jodie Heron
UX Strategist
Daniel Talbot
Isabelle Hooper
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