DDB Group Aotearoa’s ‘Correct The Internet’ campaign makes waves in UK Parliament
DDB Group Aotearoa’s ‘Correct The Internet’ campaign for Team Heroine has made waves in UK Parliament after being presented to the Women and Equalities Committee.
When the ‘Correct The Internet’ campaign was raised as a topic, Head of Coach Education & Qualifications at LTA, Jo Ward, said: “Not only are female athletes portrayed in a manner that’s probably not athletic at times, there’s just general misinformation on the [internet]. ‘Correct the Internet’ is a scheme that we’re supporting; if you were to Google who has won the most Grand Slam titles, the answer to that would be Novak Djokovic. But actually the answer is not Novak Djokovic – he’s won 23. So, that doesn’t take into consideration Serena Williams, who has also won 23, or Margaret Court who has won 24. There are so many instances like that where the amazing achievements of female athletes just aren’t even on the record for everybody to see. There’s this general male bias in terms of search engines.
“I am now an avid participator in ‘Correct The Internet’ if I see things like that; there’s a tool where you can actually go in and change the narrative.”
DDB Group Aotearoa, together with FINCH, are behind the campaign designed to make sportswomen more visible by highlighting and correcting the inconsistency of searchable facts that disadvantage sportswomen.
The spot can be viewed below:
Agency: DDB Group Aotearoa
Production: FINCH
Director: Lex Hodge
Managing Director/Executive Producer: Corey Esse
Executive Producer: Rebekah ‘Bex’ Kelly
Producer: Sarah Cook
DOP: Gin Loane
Second Camera: Ben Rowsell
Art Director: Sam Evans
Casting: Catch/FINCH
Post House for Edit: Atticus
Editor: Jack Hutchings
Post House for Grade : Atticus
Colourist: Pete Richie
Post House for VFX: Atticus
Lead VFX artist: Stu Bedford
Sound Company: Liquid Studios
Sound Person Craig: Matuschka
Music Company: Liquid Studios
Composer: Peter Van der Fluit
Partner and Supporters
Correct the Internet – Founding Partner: Rebecca Sowden
Team Heroine | Supporter of Football For the Goals: Rebecca Sowden
New Zealand Football
Women in Sport Aotearoa [WISPA]
Women in Sport Australia
Fearless Women
Eden Park
Mediaworks
PHD
Warner Discovery
Phantom Billstickers
TVNZ
UN Department of Global Communications – Outreach Division: Maher Nasser
10 Comments
An effie or 20
DDB trying to PR an effie
Gazza’s posts didn’t go to waste after all
What are the commercial returns on this charity scam ?
Is it me, or do Campaign Brief comments today/tonight have a whiff of drunk white boomer male, stewing in his own tepid testosterone about them?
Your comment is ageist and sexist and racist. Is that okay?
I suspect @oh jeez is a pink-haired non-gender specific with daddy issues who votes Greens.
But as far as scams go, this is a good scam.
Uptick.
Using communications to change gender bias in my view is a good thing. Wake up boys, Gazza and the team are at least trying to fix a real problem here. So to the negative comments in this post – it’s clear that you are trying to hold on to the male bias that is rampant in our industry and in the sports world. Lets change for the better. Come on.
Scams don’t get presented to parliament by one of the oldest sporting institutions on the planet.
People like Andy Murray and Serena Williams don’t put their names to scams.
There is nothing ‘fake’ or ‘not real’ about this work. It has driven change and continues to drive change.