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

The global campaign “Correct the Internet” highlights and corrects inaccuracies in Internet search results to increase the visibility of female athletes.

Who is the first person that comes to mind when you think of sports? The most common answer is men. At least the internet has unbiased answers, at least we think so. DDB Group Aotearoa and FINCH have launched ‘Correcting the Internet’, a global campaign to ask the question ‘Who scores the most goals in international football?’. And got Cristiano Ronaldo as the answer.

In fact, Canadian soccer player Christine Sinclair did it. This global campaign aims to highlight and correct inconsistencies in searchable facts that work against female athletes.

Also read: Organizations need to put inclusivity at the center of their agenda: Ruchika Varma

The campaign is a collective effort of a group of like-minded international individuals who feel the need to support the cause, championed by Rebecca Sowden, founding partner of Correct The Internet and owner of United Nations Soccer for Goals member team Heroine – an international sports marketing consulting firm.

A number of partners support the campaign through their channels through an extensive social media, outdoor, TV, radio and PR campaign.

This issue was first discovered when DDB was promoting the FIFA Women’s World Cup in New Zealand. When researching facts about the world’s top soccer players, the team found that women hold quite a few soccer records.

However, when looking for these facts with gender-neutral questions, the Internet incorrectly placed men ahead of statistically significant women in its search results.

On January 21, New Zealand football ferns played a video produced by FINCH during their match against the US women’s team at Eden Park.

The campaign, which aims to empower women through the power of sport, is supported by a United Nations initiative, Football for Goals (FFTG), as well as Aotearoa Women in Sport (WISPA), Women Sport Australia and New Zealand football, as well as many well-known athletes, including England rugby Red Roses player Shaunagh Brown and New Zealand footballer Meikayla Moore.


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