Project from MullenLowe London calls out unconscious bias during International Women’s Month
We might not want to admit it, but unconscious biases influence a vast majority of our decisions. Mental shortcuts lead to snap judgments that often don’t reflect our more conscientious side.
Supradyn, the multivitamin brand from Bayer, has created a gender bias test that’s disguised as an online memory test. By piggybacking off the online test trend, it made people acutely and impactfully aware of their own unconscious bias.
The test challenges people to think of well-known figures from a variety of different fields, such as sports, politics, entertainment, etc… It concludes by revealing its real intention and poses the question: “How many were women?”
Instead of simply preaching about the gender bias problem, the Supradyn test was devised to demonstrate that it is more embedded in our society than we think. The initial results from the first 180,000 tests taken in Turkey show that 87% of people thought of two or fewer women. The full results are being compiled and will be presented in a report by the Centre for Gender Studies of Bahcesehir University later this year.
The activation ladders up to Supradyn’s new global brand platform “For Those Who Go Beyond”, which celebrates the mental and physical tenacity of people – women in particular – who overcome obstacles to help the world progress.
The idea, created by MullenLowe London who developed the global brand platform, has initially launched in Turkey with a view to being expanded to other markets.
“We wanted to create something that made people feel first and understand second. Getting people to participate with an open mind makes the reveal even more impactful. And the results are unequivocal: unconscious bias is real and needs to be discussed openly,” says Alex Okada, global creative director, MullenLowe Group UK.
“We see that our world is full of strong and tenacious people, who try to go that extra mile to help those around them, despite all the odds. Women are no exception in showing this inner strength as they persevere to help others, yet often face additional bias and barriers. At Supradyn this spirit inspires us. It’s why we are committed to advancing the endeavours of women who go beyond for the benefit of communities and society, as we continue our mission to support people’s mental and physical strength,” says Midori Morgan, Bayer global brand director Berocca & Supradyn.
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