21/10/2013 06:01 BST | Updated 20/12/2013 05:12 GMT

UN Women Uses Real Google Searches To Illustrate Reality Of Global Sexism


A new advertising campaign by UN Women has used Google to make its argument.

The campaign is designed to highlight the massive gender inequalities that still exist around the globe.

To make the point, UN Women and its ad agency Ogilvy & Mather Dubai simply performed Google searches with terms such as "women shouldn't" and "women need to" on a single day in September.

The auto-complete suggestions were - and remain - extremely telling, many showing evidence of entrenched prejudice.

Campaign creator Christopher Hunt said: "this campaign uses the world's most popular search engine (Google) to show how gender inequality is a worldwide problem. The adverts show the results of genuine searches, highlighting popular opinions across the world wide web."

Check out images of the campaign below or over at Behance.