In today’s age, it’s almost unthinkable to consider gender inequality as a persisting issue. UN Women however, sees that despite decades of global advancement, discrimination against women is still rampant worldwide. We needed to lay this bare to a global audience and reignite a conversation everyone thought was resolved. Using Google autocomplete, fed by over 6 billion searches daily, we held up a mirror to the world and exposed the hidden truth on gender bias. The shocking search results became the faces of our Integrated campaign, initiating people to debate on social media via our campaign hashtag #womenshould, as well as TV talk shows, radio stations, blogs, PR summits and even in classrooms worldwide.

The Most Shared Ad of 2013 (Adweek), Social Good Campaign of 2013 (Ad Council) and The World’s Most Successful Ad for Good Causes by (2014 Gunn Report). With a constrained budget of only $3,000 - the campaign has now climbed to 1.3 Billion Global Impressions with over 335 Million Twitter Impressions to date. It has continued to break all barriers and spark a conversation among social activists and influential figures well into 2015. With a few simple facts that transcended through multiple media channels, the campaign put gender equality back on the global agenda, taking an important first step towards real change.