SEXISM EDUCATION
SOCIAL MEDIA CAMPAIGN / BULLFROG / 2022
As part of International Women’s Day’s #BreakTheBias theme, we worked on an in-house social campaign that took on how gendered language is used in the workplace to criticise women for the same behaviour that’s praised in men. We exposed the double standard in gendered language by describing men with words usually reserved for women in a series of conversation-driving social posts on LinkedIn and Instagram.
These posts asked ourselves and industry one question: if you wouldn’t say it about a man, why say it about a woman?
SOCIAL POSTS
DICTIONARY DEFINITIONS
We noticed that even the places we go to for guidance on language use sexist examples, so we created our own dictionary definitions that redefined gendered terms. You can also find our published definitions on Urban Dictionary
Our social campaign encouraged industry-wide behavioural change with the important message that when we ungender language, we create an environment where everyone can excel.