DDB Group Aotearoa and FINCH launch ‘correct the internet’ campaign

DDB Group Aotearoa and FINCH are behind a global movement designed to highlight and correct discrepancies in searchable facts that harm mathematics. Internet correction The goal is to highlight and correct inaccuracies in Internet search results and make Women in Sports more visible as a result.

The campaign is the collective work of an international group of like-minded people who He saw the need to get behind the cause, with the support of Rebecca Sowden, co-founder from Internet correction He is the owner of the United Nations “Football for Goals” team Heroine – International Sports Marketing Consulting Firm.

The problem was first discovered when I introduced DDB to the FIFA Women’s World Cup in New Zealand. When searching for facts about the best soccer players in the world, the team I found out that women hold many soccer records. However, upon the simple question, Non-gender questions to find these facts the internet has been incorrectly putting men first Women statistically outperform the search results.

FINCH Director Lex Hodge says the campaign has been a hugely collaborative process with the team working collectively towards one goal – getting the internet right to help make women athletes more visible.

“When this came to me, I was so excited. Pursuing justice and mana/strength to stand up and tell truth to power is creatively liberating. There’s no hesitation, no politics – the girl in the movie just wants the truth. And that’s pretty scary – where we gather information from.” It doesn’t give us the facts. It was important to me that through film the internet gave us a sense of real presence, strength in numbers.”

FINCH has produced a highly emotional campaign launch video that was shown at the NZ Football Ferns vs USA Women’s Team game at Eden Park on Saturday January 21st.

Rebecca Sowden says she’s passionate about helping the world recognize all sports heroes and empowering the next generation of sports.

“Many of the world’s leading athletes are women. Many world sports records are held by women. But when people search online for factual sports information about athletes, the results favor the athletes, even when the female athletes have greater statistics.

“As the Internet teaches our biases, many of its search engine results are inconsistent, often in favor of men, and change depending on who is searching. Our goal is to empower the next generation of sports by ensuring that when women are the best in the world, The Internet reflects that, Sowden says.

With the aim of empowering women through the power of sports, Internet correction It has also been endorsed by the United Nations’ initiative, Football for Goals (FFTG), as well as supporting organizations such as Women in Sport Aotearoa (WISPA), Women Sport Australia, New Zealand Football, and many well-known athletes including English rugby player, Shonagh Brown, and New Zealand soccer player Fern Michaela Moore.

“There is no easy way to correct inconsistencies in search results,” said Liz Knox, general manager of operations at DDB Group Aotearoa. “However, if people report these issues using each search engine’s internal feedback function, they can be logged and fixed. The problem is that most people They are not aware of the feedback function, and recent design changes in some of the larger search engines are making it difficult to find.

“So, we created a tool that makes submitting feedback easier. Our campaign is designed to get a global community of people willing to speak up and take concrete action to reverse some of the gender biases that have been ruling our search engines. Success will see these search results correct over time,” Knox said. .

A number of partners support the campaign across their channels, through extensive social media, OOH, TV, radio and PR activities.