Brand | LENOVO |
Product/Service | ELECTRONICS |
Entrant | WUNDERMAN THOMPSON Dubai, UNITED ARAB EMIRATES |
Category | Market Disruption |
Idea Creation
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WUNDERMAN THOMPSON Dubai, UNITED ARAB EMIRATES
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Media Placement
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NETIZENCY Dubai, UNITED ARAB EMIRATES
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Summary of the work
Though the Middle East and North Africa region had witnessed a number of breakthroughs when it comes to achieving gender equality, there was, and still is, a long way to go. Men are generally perceived and treated as superiors, with the Global Gender Gap Index published by the World Economic Forum in 2020 indicating that the Gender gap in this region was at 39.5%. This is especially rampant in the workplace, where women face significant challenges and inequalities. And while many men would declare that they support equal opportunities for women, they believe that the brunt of this fight concerns women only, and choose to look the other way to let their female counterparts fight their own battles.
As a tech company, Lenovo could no longer stand to see the gender inequality in an industry dominated by men. They decided to initiate the change closer to home, starting by raising awareness with its very own employees and partners.
We wanted to highlight that achieving equality concerns everyone, and is not a women-only issue. And we wanted to do it in a way that men simply couldn’t look away from. So, we chose to utilize a medium that people use at work every day, Microsoft Word.
Following extensive research, we realized that a main issue in the workplace is that many seemingly ‘positive’ words hold very different meanings for women than they do for men. For example, seniority for a man means authority, but for 64% of women means to have their abilities questioned constantly. Upper-level management means a salary increase for men, for women it means earning only 72.3% of what their male counterparts earn.
Which is why we created a plug-in for MS word that highlighted all these words as incorrect when typed by users, and then revealed the meaning these words hold for women by providing hard-hitting facts about gender inequality in the workplace.
By modifying the world’s most used program, we modified people’s behavior. And reminded them that actions speak louder than words.
Credits
Mona Hassanie |
Wunderman Thompson |
Head Of Strategy |
Pablo Maldonado |
Wunderman Thompson Dubai |
Executive Creative Director |
Ghida Sater |
Wunderman Thompson |
Strategist |
Irmak Aktas |
Wunderman Thompson Dubai |
Business Director |
Waleed Bachnak |
Wunderman Thompson Dubai |
Senior Copywriter |
Alvaro Bretel |
Wunderman Thompson Dubai |
Head of Strategy |
Lara Medanat |
Wunderman Thompson Dubai |
Account Manager |
Hisham Othman |
Wunderman Thompson Dubai |
Social Media Director |
Claire Carter |
Lenovo |
CMO Middle East & Africa |
Bushra Nasr |
Lenovo |
Marketing Manager |
Saymon Medeiros |
Wunderman Thompson Dubai |
Senior Art Director |
Diogo Borges |
Wunderman Thompson Dubai |
Digital Design Director |
Kalid Elali |
Wunderman Thompson Dubai |
Senior Account Executive |
Dina Alsharif |
Wunderman Thompson Dubai |
Jr. Strategic Planner |
Ghida Sater |
Wunderman Thompson Dubai |
Strategist |
Erick Canedo |
Wunderman Thompson Dubai |
Designer |
Soheil Magdi |
Wunderman Thompson Dubai |
Editor |
Layal Azar |
Wunderman Thompson Dubai |
Senior Account Director |
Sanaz Khodabandeh |
Wunderman Thompson Dubai |
Creative Services Manager |
Josephine Lawaan |
Wundeman Thompson Dubai |
Traffic |
Valerie Pinto |
Wunderman Thompson Dubai |
Editor |