Digital
The Autocomplete Truth — Women Cannot
UN Women · 2013
- Agency
- Memac Ogilvy & Mather Dubai
- Campaign
- The Autocomplete Truth
Analysis
UN Women placed search suggestions over a woman’s mouth to expose sexist attitudes. The campaign carried a familiar search interface into a public debate about equality.
“women cannot accept the way things are”
Found evidenceVisual silencingInterface reuse
Why it worked
The search box both shows the prejudice and appears to prevent the woman from speaking. Her direct gaze makes the statements harder to treat as abstract data. The final line answers those statements without repeating their assumptions. The format gave social audiences a compact image they could discuss and share.
Lesson
Let the placement of evidence reinforce what the evidence means.