DDB NZ and FINCH aim to correct internet bias against women's sport

DDB NZ and FINCH aim to correct internet bias against women’s sport

The global ‘Fix the Internet’ campaign highlights and rectifies inaccuracies in Internet search results to make athletes more visible.

Who is the first person that comes to mind when you think of sports? The most common answer would be a man. At least the internet has unbiased answers, or so we thought. DDB Group Aotearoa and FINCH launched a global ‘Fix the Internet’ campaign to ask the question ‘Who has scored the most goals in international football?’ and got Cristiano Ronaldo as an answer.

It was actually Canadian soccer player Christine Sinclair who did it. This global campaign is designed to highlight and correct inconsistencies in search data that harm female athletes.

Also read: Organizations must make inclusion their central agenda: Ruchika Varma

The campaign is the collective work of an international group of like-minded people who saw the need to support the cause, championed by Rebecca Sowden, founding partner of Correct The Internet and owner of UN member team ‘Football for the Goals’. Heroine: an international sports marketing consultancy.

Various partners are supporting the campaign through their channels, with extensive activity on social media, OOH, TV, radio and PR.

The problem was first discovered when DDB pitched for the FIFA Women’s World Cup in New Zealand. By researching data on the world’s best soccer players, the team found that women held quite a few soccer records.

However, by asking genderless questions to find this data, the Internet incorrectly placed men ahead of statistically valuable women in its search results.

The FINCH-produced video was shown at the NZ Football Ferns’ game against the US women’s team at Eden Park on January 21.

With the aim of empowering women through the power of sport, the campaign has had the initiative of the United Nations, Football for the Goals (FFTG), as well as the support of organizations such as Women in Sport Aotearoa (WISPA), Women Sport Australia, and New Zealand Football, and many well-known athletes, including English Red Roses rugby player, Shaunagh Brown, and NZ Footballer, Meikayla Moore.


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