Woman interrupted

Details
  • Agency : BETC
  • Place : Brazil
Advertiser
  • BETC, an international adverting company founded in France and part of the Havas Worldwide group of companies
Objective / insight
  • According to a study by the Jounal of Language and Psychology, men interrupt women 23% more frequently than they interrupt other men
  • BETC therefore aimed at recolting more data on the topic and at raising awareness about « manterruption» to ensure women not only benefit from freedom of speech but also from freedom of full speech.
Implemented strategy
  • On the 6th of March 2017, two days before the international women’s day, BETC launched an app recognizing male and female voices and analyzing the number of times the former interrupted the later. Results can be shared on social media.
  • BETC also took the decision not to record or store any conversation in order to guarantee privacy
  • Once enough data has been gathered, BETC will deliver a world map of “manterruption”
Technology implemented
  • An smartphone app has been developed, that people can download for free.
  • A voice recognition software has been implemented to distinguish male from female voices
  • Large databases about “manterruption” will be gathered
Results
  • Large media coverage (the New York times, BBC, Elle, El pais, La Stampa, CNN, Liberation, Grazia, etc.)
  • Time Square’s billboards featured the campaign for free for an entire month

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