A platform for voices supporting women's rights
Google is no longer just a search engine, since the creation of its autocomplete function, it is now a powerful indicator of popular search items. The insight it has brought into search habits is shocking.
UN Women, the United Nations arm that combats violence against women and represents female rights and equality, has employed google’s auto-complete function in order to bring home the reality of gender inequality. In front of pictures of women’s faces, UN Women has displayed some of the most frequently searched items in regards to women.
One example sees the beginning of the phrase “women shouldn’t”, google’s autocomplete function offers these four suggestions to finish the sentence; “have rights, “vote”, “work”, “box”. Similarly, when starting the sentence with the the phrase “women should”, google offers these suggestions; “stay at home”, “be slaves”, “be in the kitchen”, “not speak in church”. Another ad begins “women cannot”, the autocomplete suggestions are; “drive”, “be bishops”, “be trusted” and “speak in church”.
Campaign organiser, Christopher Hunt said “This campaign uses the world’s most popular search engine (Google) to show how gender inequality is a worldwide problem. The adverts show the results of genuine searches, highlighting popular opinions across the world wide web.” The adverts are formulated based on real searches conducted 09/03/13 and although users may received different suggestions based on their location, the general indication is that gender inequality clearly continues to be a worldwide phenomenon.
What this campaign brings is irrefutable evidence that gender inequality is a modern day problem that is displayed in how people conduct themselves day to day, even down to a simple google search. The awareness that UN Women has brought to the situation through this powerful campaign is both necessary and disheartening, giving a crucial glimpse to the colossus that is discrimination against women, highlighting how much work there is still to be done.
UN Women: http://www.unwomen.org/en