Equality Spell Check
Lenovo
Issue 57 | December 2020
Agency
Wunderman Thompson Dubai, Beirut
Creative Team
Creative Team: Saymon Medeiros, Dina Alsharif, Waleed Bachnak Designer: Erick Canedo
Production Team
Tech development: Jaafar Serhan Developer: Jalal Wehbi UI UX Designer: Diogo Borges Videographer: Angélica Tenorio Editors: Soheil Magdi, Valerie Pinto
Other Credits
Head of Strategy: Álvaro Bretel Social Media Director: Hisham Othman Sr. Account Director: Irmak Aktas, Layal Azar Account Manager: Lara Medanat Account Executive: Kalid Elali, Ioanna Mavroeidi, Manon Gobet CMO Lenovo: Claire Carter Marketing Manager Lenovo: Bushra Nasr
Background
Lenovo intervenes the most used program in the world to promote workplace equality.
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.
Idea
It’s an issue Lenovo is deeply committed to, so the brand worked with Wunderman Thompson Dubai to create an awareness campaign to highlight the issue as an initiative for International Women’s Day. “After extensive research, we realized that in the workplace many words don't mean the same thing for women as they do for men. For example, ‘Seniority’ for a man means authority, but for 64% of women means to have their abilities questioned constantly.” explained the Wunderman Thompson team.
It was from that realization that Wunderman Thompson 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 Thompson 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 behavior 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.
Anyone can learn more and get involved, visiting http://equalityspellcheck.com/