|Title||WOMEN WILL: THE DIVIDE|
|Product / Service||WOMEN WILL|
|Category||C02. Data Storytelling|
|Entrant||GOOGLE BRAND STUDIO APAC Tokyo, JAPAN|
|Idea Creation||GOOGLE BRAND STUDIO APAC Tokyo, JAPAN|
|Production||GOOGLE BRAND STUDIO APAC Tokyo, JAPAN|
|Additional Company||R/GA TOKYO, JAPAN|
|Google Brand Studio APAC Google Brand Studio APAC||Google Brand Studio APAC||Google Brand Studio APAC|
Understanding the data behind the gender gap is the first step in seeing the problem. The Women Will Data Explorer is an interactive data tool that tells the stories behind the gender gap as they surface by gender, country, and activity across 9 APAC countries. Users can explore the study, customize the statistics, share the facts and drive conversations. It launched with The Divide interactive editorial, exposing contradictions between how we think we live, and how we really do. For men to be actively engaged in the conversation, the campaign included Stuff We Never Talk About, a video featuring real conversations between sons and their fathers on manhood and gender equality. The questions surfaced from the research. By bringing gender data to life, we bring more people into the conversation and hopefully sow the seeds for real change to happen.
The Divide is a multi-platform project, centered around a Data Explorer website. The data represents 9 Asian countries on gender and digital accessibility. The site is clear, easy and beautiful - in 6 languages. We show gender comparison, in order to not lose sight of the problem; and always show individual countries vs Asia Pacific, because beyond the country specificities, the trends are overwhelmingly universal. The intuitive design language aggregates complex information in an engaging way. The site intro (The Divide) brings up data tidbits that generate added interest and info on how the site works. The site has launched in the mentioned 9 countries, with an extra version in English that aggregates every country. It has since been requested in countries in Africa and LatAm, where it will launch shortly. Every part of the information is customizable, saveable and shareable on social media.