Losing Lena is a social campaign that tells the story of Lena, the first bias in algorithms, to champion a more equitable future for women in tech.

An open-sourced toolkit consisting of a feature documentary that premiered globally on Facebook Watch, and includes videos and social content, puts the campaign in the hands of advocates around the world.

Tech companies, universities, women’s groups and schools hosted Facebook Watch Parties of the documentary with live panel discussions, to fuel change.

Social videos and content pushed people to the Losing Lena activism site where people could add their voice.

There’s a secret hidden in every digital image and website you’ve ever seen. That secret is Lena, Miss November 1972. Or as others have called her, Tech’s Original Sin.

Back in the 70’s, some guys at the University of Southern California used Lena’s centrefold, to test their image processing algorithms. This research laid the groundwork for the JPEG.

Today, with complete indifference to women, Lena remains the most used test image in the world. Her image is studied in schools and universities worldwide.

She is the very first bias in algorithms. We wanted to make her the last.

Our brief from Code Like A Girl was simple: How do we get more women into technical roles in tech. Their primary objective was an idea that would create meaningful change.

Code Like a Girl calls on tech firms, universities and schools around the world to stop using the Lena image and to commit to making women feel more welcome in tech.

It’s about saying, ‘Sorry, that thing we’ve been doing forever is actually not ok’. Losing Lena is about addressing the past so that we can all move forward together.

In 1984, women hit a high point for earning degrees in computer science. They were earning 37%. Today, they earn just 18%.

Yet women are essential to an industry that is changing the world faster than any other industry. Without diversity, our potential for innovation is limited because only half of us are represented.

But right now, the future is being written in dark rooms by white men.

Code Like a Girl wanted to change this. And so did we.

Losing Lena is an open-sourced toolkit consisting of a feature documentary that premiered globally on Facebook Watch, and includes videos and social content.

The toolkit allows tech companies, universities, women’s groups and schools to host their own documentary viewing with live panel discussions, to fuel change.

Social videos and content also push people to the Losing Lena activism site where people could add their voice.

The campaign launched in the US and Australia and immediately had global reach.

It is the first Australian documentary to ever premiere on Facebook Watch.

So far, the film has been seen by millions across all touchpoints.

More than 100,000 people have pledged their support at LosingLena.com

Most importantly, over 300 of the world’s leading universities and tech companies have committed to stop using Lena. From USC (were the Lena image originated) to tech giants like Facebook.