Girlguiding
Break the Bias
Working with an all-female team, we challenged the gender bias of AI in this social & OOH campaign, featuring Brownies & Girlguides and launching on International Day of the Girl.
New research commissioned by Girlguiding has revealed 93% of girls and young women aged 11-18 notice gender stereotypes in everyday life and for nearly half (49%) of girls, these have prevented them from doing something they want to do.
Over half (51%) of girls and young women say they have been told they can’t do something because they’re a girl, highlighting how often girls can be held back from engaging in activities from a young age.
This societal bias then appears in AI imagery. Type “building a fire” into any AI image generator and you’ll get a photograph of a rugged man making a fire. Type in “being a leader” and you’ll be in a boardroom with a man in a suit leading the room. For a young Girlguiding member, it’s a visual barrier that can prohibit them from even starting to dream.
Credits
CAMPAIGN: Girls Break the Bias
CLIENT: Girlguiding
CEO: Angela Salt
Head of Brand, Marketing and Communications: Laura Murphy
Strategic Marketing Manager: Holly Hawkins
Brand Strategist: Emily Parker
Brand and Creative Manager: Jennifer Illinesi
Social Media Manager: Jen Allison
Social Media Officer: Dharini Kalkan
AGENCY: Don’t Panic / @dontpanicldn
Creative: Zara Bennett & Katie Richardson
Strategy: Ellie Moore & Anya Petrescu
Client Services: Jane Marshall, Georgia Williams & Harriet Alway
Production: Jennifer Clare Houlihan & Arabella Kemp
Director & Photographer: Mollie Rose Skeffington
Director of Photography: Scarlett Gardner
Focus Puller: Aida García Vega
Gaffer: Hannah Grinham
Lighting Assist: Sasha Vanner
Digi Op: Lily Sadin
Art Director: Alice Medlock
Runner: Hannah Schüpp
Editor: Sophie Richardson