Kunde
People Like Us
Bureau
Worth Your While
Krediteringer
Creative Director
Creative
Malou Ruotsalainen
Creative
Jakob Hjulström
Art Director
Creative Director
Design Director
Account Director
Strategic Director
Tim Healey
Account Director
Beskrivelse
Together with People Like Us, we highlighted how autocorrect failures often lead to misidentification and a sense of exclusion for individuals with diverse names - due to a phenomenon known as the ‘White Default’.
The 'Autocorrected Pay Gap' campaign aimed to raise awareness of the ‘ethnicity pay gap’ and apply pressure to the UK government to introduce mandatory ethnicity pay gap reporting.
Using real autocorrect examples we demonstrated how subconscious bias in favour of English-heritage names can affect everything from autocorrect to your monthly pay packet.
Because if your name gets autocorrected, your pay might too.
Shortliste
CCA 2024
