As we hear, see and read more gender discriminative words, we become much more inclined to show gender-discriminative attitudes or at least ignore them. In this digital era and heavy social media usage, our communication became more written than verbal. The essence of our creative idea aroused from this point: Messages and social sharings effect hundreds of people on social media and Whatsapp groups while the impact of our verbal communication is still very limited. In order to lower the circulation frequency and volume of gender discriminative language which will erode the level of cultural acceptance of sexual discrimination, we decided to tackle the problem at its source: on the keyboards of our mobile devices and PC’s. We’ve centered our creative idea around a very old Japanese technique of preventing the errors by designing the process and tools so that an operation cannot be performed incorrectly.

First, we made an empirical research and realised that with iOS, Android keyboard and MS Outlook, MS Word dictionary apps, we can be able to provide a solution that can apply Poka Yoke principle on most of our written communication: Whatsapp, Messenger, Facebook, Instagram, Twitter, Linkedin, Email messages via our mobile phone and all our business emails and word documents via our PC’s would be filtered by Equal Dictionary. Thus, we’ve developed a keyboard, integrated to a sexist words and phrases dictionary launched with 500 sexist words and phrases which can grow continuously as a living organism owing to the new sexist word suggestions of the users, the database of which is cross-checked by linguists from universities and NGO’s.

We’ve developed the apps in 5 weeks of timeline and prepared the creative execution simultaneously. We used 95% digital media budget aiming at crating both awareness and download.

We’ve reached more than 15 million target audience via social media posts, ads, online video on Youtube and social media, online and offline PR, magazine ads and our client’s CRM database.

# of video views: 7.5 million

1,981,381 of which is launch video Facebook views

3,403,732 of which is launch video Youtube views

1,023,621 of which is teaser video Facebook views

# of reach via offline PR content: 9 million

# of reach via social media ads: 1,052,977 (%80 of which was containing launch video ad)

Total App download: 12.172

iOS: 7.361

Android: 4.811

www.esitsozluk.com web/mobile site traffic: 17.740

# of sexist words and phrases detected by keyboards: 45. 136

# of sexist words and phrases replaced by our users: 33.080

#of sexist words and phrases suggested by the users via website: 199