Infographic: #BiasCorrect Campaign Results Show There’s Still Work to Be Done

Catalyst's work with Burns Group raises awareness of gender bias

The project features adjectives that differ between men and women.
The project features adjectives that differ between men and women. Carlos Monteiro
Headshot of Ko Im

Catalyst’s #BiasCorrect campaign grew in its second year in terms of participation (a 52% increase) and scope of inclusion. The project features photos of women accompanied by stereotypical words alongside alternate adjectives.

Donated media that ran the campaign on New York bus shelters, Captivate elevator screens, Hulu and digital helped raise awareness, with over 49 million out-of-home impressions. Several high-profile men participated as well.

“By creating a very visible role for men, one-third of our participation came from people who were not included last year,” said Jo McKinney, CEO, Burns Group, the brand consultancy that worked with Catalyst.

Many more teams (361) at companies including IBM, Nike and Verizon Media, downloaded a plug-in for Slack to help identify gender stereotyping roles, but there’s still a way to go to achieve equality at all levels.

“It will take intentional action by organizations and leaders to break down the institutional barriers created by unconscious gender bias, ultimately closing the gender gaps in leadership and creating workplaces that work for women,” said Serena Fong, vp, strategic engagement, Catalyst.

This story first appeared in the April 6, 2020, issue of Adweek magazine. Click here to subscribe.

@koimtv Ko Im is the community editor at Adweek and co-host of Adweek's podcast Yeah, That's Probably an Ad.