Cannes Lions

Gender Free Internet

UNCLE GREY, Copenhagen / COPENHAGEN PRIDE / 2017

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

We discovered that the binary gender boxes in online forms are just as annoying and intrusive as ads on YouTube. The difference is that YouTube ads aren’t discriminating and disrespectful. And let’s face it, having to select a specific gender online is, in most cases, just for advertising purposes. That’s why we launched Gender Free Internet, a browser extension that deletes gender boxes in online forms. The extension was launched with a fun film showing a real people being asked the same question in real life situations as they so often are asked online, ‘are you a man or woman?’.

Execution

The Gender Free Internet was launched in April as the Chrome browser extension went life in Chrome web store. The GFI launch film was launch at the same time across Copenhagen Prides social channels, and a supporting website told people the details about the project. Within just the first days of launch millions of people had seen it, talked about it and shared it.

Gender Free Internet has given Copenhagen Pride something to help to ensure visibility, understanding and tangible results, which supports their vision creating a world where everyone can love and live freely and in safety.

Outcome

- Reached 3 times more people than the population of Denmark.

- Sparked thousands of conversations and shares.

- Continue to grow day by day.

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