Catalyst, a global non-profit focused on creating workplaces that work for women, is marking International Women’s Day (IWD) by launching a bold campaign to tackle the issue of unconscious gender bias. The multi-faceted campaign, created by Burns Group, a NYC-based brand transformation company, aims to shine a light on the power of words and inspire people to #BiasCorrect by paying more attention to theirs.

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Burns Group leveraged Catalyst’s leading research on gender bias to create an integrated technology play and multi-faceted advertising campaign spanning Slack, social, OOH and digital. The campaign creates real change through the launch of the first #BiasCorrect Plug-In for Slack, to tag unconscious bias in real-time conversations during work-based chat. The plug-in identifies 25 words, and replaces them with suggested, unbiased words. For instance, if a woman is described as “aggressive” the app corrects the sentiment to “assertive.”

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Beyond the technology, the human side of the campaign features women from diverse industries - including Hillary Clinton, Sheryl Sandberg, Sallie Krawcheck, among others - and the words that have been used to describe them, with an associated #BiasCorrect word. Anyone can upload their own photos on www.catalyst.org/biascorrect, and create images of themselves with the same overlay to be shared with the hashtag, #BiasCorrect across their social channels.

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Credits

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Client - Catalyst

Iris Henries SVP, Global Brand and Strategic Communications

Serena Fong VP, Strategic

Agency - Burns Group

Joanne McKinney CEO

Sam Arcade Executive Creative Director

Nicole Lucey Executive Creative Director

Whitley Edwards Associate Creative Director

Meghan Dailey Senior Art Director

Pauline Nidea Designer

Natalie Glaser Group Account Director

Alanda Fellows Director of Integrated Production

Maria Hummel Integrated Producer

Tori McMachan Associate Producer

Jerry Mulcahy Production Designer

Ward Whipple Proofreading

Michelle Morrie Editor/Motion Designer

Website - Wyng, Inc

Emily Duke Agency Account Director

Kaleigh Sullivan Solutions Architect

Kelly Devine Lead Front-End Developer

René Samson Director of Engineering

Photography - Versatile Studios

Celeste Sloman Photographer

Emily Leonardo Agent/Executive Producer

Amy Frances Fraher Producer

Bianca Harlacher Associate Producer

Lee Wall 1st Assistant

April Blum 2nd Assistant

Katie Hawthorne Digi Tech

Yumi Kaizuka Groomer

Naoko Iwata Assistant Groomer

Monica Nguyen Assistant Groomer

Kit Pilosof Stylist

Plug-in Development - Eskalera

Vivek Vaidya Co-Founder Eskalera

Debra Kadner Co-Founder and Head of Product

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