The Autocomplete Truth

Memac Ogilvy

In 2013 we confronted an issue that society should have buried years before — gender inequality. Knowing the issue persisted despite years of progress, we knew we needed to address the conversation in a completely different way, in support of the tireless efforts of UN Women.

Our idea exposed the deep-rooted and worryingly casual prejudices against women inherent across societies globally using the humble Google search tool. The campaign appeared simple in its execution but required a wonderful understanding of human nature and boundless creativity to identify a source of insight that was right under our noses. From launch, the campaign exploded into life, igniting conversation across geographic borders and platforms between men and women. 134,000,000 twitter impressions with zero paid promotion, 590 global media articles, and one NASCAR mention only scratches the surface of the campaign’s influence.