A United Nations group has teamed up with advertising buff Christopher Hunt to create a series that uses Google auto fill text to demonstrate the prevalence of sexism in society today.
UN Women contacted the art director at Ogilvy & Mather to come up with an advertising spread that shed light on peoples' attitudes toward women. The ads depict women of various ages and nationalities with a Google search covering their mouths. Dropdown menus for search results of terms like "women need to," "women should" and "women cannot," came along with some surprising accompaniments.
"Women shouldn't" was finished by "have rights," "vote," "work" and "box," in one photo. "Women shouldn't" was partnered with "stay at home," "be slaves," "be in the kitchen," and "not speak in church."
Each of the ads comes with fine print that confirms each of these Google results were part of actual searches.
Hunt told Ad Week that the project aimed to demonstrate that sexism is still alive and well.
"This campaign uses the world's most popular search engine [Google] to show how gender inequality is a worldwide problem," he said to the advertising publication. "The adverts show the results of genuine searches, highlighting popular opinions across the World Wide Web."
UN Women was created by the United Nations General Assembly in 2010. The entity works to bring together resources and people worldwide to make a larger impact, advancing equality, empowering women and eliminating discrimination against all women and girls, according to the official website.
Check out the photos here.
