You can find out anything you want to know on Google – and the ads above will show you why we still need feminism. This is proof that sexism and misogyny are still running rampant in our culture. Just do a quick Google search yourself, and let the world’s largest search engine remind you that women are still not viewed as equals. The ads you see above are from a campaign for UN Women by creative team Memac Ogilvy & Mather Dubai. The ads are meant to show that gender prejudice is still a major issue in 2013, all over the world on a universal tool like Google. The ads match women’s faces with beginning search terms such as “women cannot” and “women shouldn’t” while the autocomplete spits out suggested phrases that reek of oppression. The results are not exaggerated – they are from an actual Google search. These searches are dated 9 March, 2013 and range from stereotyping to flat-out denying women their human rights. Christopher Hunt, Art Director of Memac Ogilvy & Mather Dubai, said:
“When we came across these searches, we were shocked by how negative they were and decided we had to do something with them.”
The creative team agreed to place the text of the Google searches over the mouths of women portraits, as if to silence their voices – reflecting the disrespectful tone of the Google phrases.
Kareem Shuhaibar, copy writer, said:
“The ads are shocking because they show just how far we still have to go to achieve gender equality. They are a wake up call, and we hope that the message will travel far.”
The ads for UN Women are simple and powerful and the use of genuine Google searches confirm the urgent need to continue making the case for women’s rights, empowerment and equality. UN Women is pleased by the initial strong reaction to the ads and hopes they will spark constructive dialogue globally.
“Women need to be seen as equal”
“Women should have the right to make their own decisions”
“Women shouldn’t suffer from discrimination anymore”
And last but not least – “Women cannot accept the way things are.”