

CATALYST: #BIASCORRECT BY BURNS GROUP
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.
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.”
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.
Credits
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