Objectives

When women have equal access to information and opportunity, anything is possible.

While the gender gap persists, women are unable to fulfill their human potential. Women Will is a Google initiative that focuses on digital programs for economic empowerment for women across the world. Women with access to economic opportunity disproportionately benefit their families, their communities, and their countries. Whether via research, access or leadership, Women Will addresses the gaps in information and empowerment to help where women are being excluded. Digital is their tool for success, and our instrument for making the world more equal - one woman at a time.

Simultaneously we are driving conversations around the issue to promote gender equality and accelerate change collectively. By making everyone, men and women, understand the benefits of gender equality, we hope to raise awareness on the issue, help bridge the gender gap together and live more fully. 

Strategy and Execution

The Divide is a multi-platform project, centered around a Data Explorer website. The data represents 9 Asian countries on gender and digital accessibility. 

The site is clear, easy and beautiful - in 6 languages. We show gender comparison, in order to not lose sight of the problem; and always show individual countries vs Asia Pacific, because beyond the country specificities, the trends are overwhelmingly universal. 

The intuitive design language aggregates complex information in an engaging way. The site intro (The Divide) brings up data tidbits that generate added interest and info on how the site works.  

The site has launched in the mentioned 9 countries, with an extra version in English that aggregates every country. It has since been requested in countries in Africa and LatAm, where it will launch shortly. 

Every part of the information is customizable, saveable and shareable on social media.

Results

This project is about making data more accessible and usable. It was launched with a modest media campaign and has been largely boosted by word-of-mouth and organic visitors. It has a worldwide pool of users: LatAM countries will be added soon. It has helped establish Women Will, a Google Initiative, as a key reference point to the gender equality effort in Asia, and has become a valuable tool to the general public and especially to advocates of gender equality. 

Website

The site has reached over 200 million impressions and in the short time of the launch campaign (about 2 weeks), about 61,500 unique visitors in Japan alone.

Video

The 'Stuff We Never Talk About' video has amassed over half a million views on YouTube. 

Comments

• “I've got tears in my eyes. I expected this to be full of Americans telling a narrative I've already seen all over the internet. But instead I got my Aussie blokes questioning how they can help to make a difference when it comes to equality, and really seeing that shift in just one generation. Truly gives me hope.”
• “I really wanted their answers to surprise me, but they didn't and that makes me sad... let's seriously address it and actively try to change it.”

Media