WOMEN WILL: DATA EXPLORER

TitleWOMEN WILL: DATA EXPLORER
BrandGOOGLE
Product / ServiceWOMENWILL
CategoryB01. Websites
EntrantGOOGLE BRAND STUDIO APAC Tokyo, JAPAN
Idea Creation GOOGLE BRAND STUDIO APAC Tokyo, JAPAN
Production R/GA TOKYO, JAPAN

Credits

Name Company Position
Google Brand Studio APAC Google Brand Studio APAC Google Brand Studio APAC Google Brand Studio APAC

Background

Gender gap is a universal issue. The challenges continue to be more acute for women in Asia Pacific - the 2018 Gender Gap report by WEF ranks Indonesia as 85th, India 108th, Japan 110th, and Korea 115th, of 149 countries in . Gender inequality varies by country, but rigid cultural norms (women as the main bearer of unpaid work at home, or restricted responsibility at work), are often the major factor holding women back from equal opportunity. Societal norms that are embedded in people’s everyday lives make it difficult for everyone to see the real problem and missed opportunity - which leads to fewer discussions. The Women Will Data Explorer campaign surfaced the contradictions between how we think we live and how we really do. By using data in an interactive tool and storytelling, we provided a thought-provoking trigger for the conversation to be had and hopefully for change.

Describe the creative idea

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.

Describe the strategy

The data for Data Explorer is from the quantitative survey we conducted in nine Asia Pacific countries - Australia, India, Indonesia, Japan, Korea, Malaysia, Philippines, Thailand and Vietnam, from March to May 2017. It focused on men’s and women’s perceptions of the gender gap, and values and behavior related to family responsibilities, work-life balance, careers, community, digital literacy, and internet usage. The data is crucial for gender equality advocates, as it is to the public at large. The interactive Data Explorer brings it to life: instead of dry numbers, we can see our lives played out by gender, by country, by activity. Users can explore, customize and share all the data 6 different languages in order to truly create an Asian perspective.

Describe the execution

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.

List the results

This project is about making data more accessible and usable. It was launched with a modest media campaign and has been largely boosted by word of mouth and organic visitors. It has a worldwide pool of users: LatAM countries will be added soon. It has helped establish WomenWill, a Google Initiative, as a key reference point to the gender equality effort in Asia, and has become a valuable tool to the general public and especially to advocates of gender equality. The site has reached over 200 Million impressions and in the short time of the launch campaign (about 2 weeks), about 61,500 unique visitors in Japan alone.

Links

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