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Top 6: March 11th 2020
Interactive
Lenovo: Equality Spell CheckTop 6: March 11th 2020
When it comes to equality in the workplace, the MENA region lags far behind the rest of the world, losing an estimated USD 575 billion per year due to the social barriers that women face at work. It's an issue Lenovo is deeply committed to, so the brand worked with Wunderman Dubai to create an awareness campaign to highlight the issue as an initiative for International Women's Day. It was from that realisation that Wunderman conceived the Equality Spell Check, using Microsoft Word - a program people use every day at work - as a medium to deliver their message and teach about gender equality in the workplace in an innovative way. The Wunderman team combined data and hard-hitting facts to develop a plug-in for MS Word which highlighted seemingly positive everyday workplace words as incorrect. When clicked on, the alternative definition of these words for women was revealed through hard-hitting facts about gender inequality in the workplace. Supported with social content across multiple platforms, all communication led people to their website where they could learn valuable advice on how to drive gender equality in their workplace. By modifying the most used program in the world, Lenovo sought to modify people’s behaviour and open the conversation about gender equality in the workplace. Now, many other companies in the region are joining this cause and installing Equality Spell Check in their offices.
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