Through a thought provoking online film the campaign shows how the language we all use contributes to the problem of unconscious bias. This bias towards gender limits the opportunities that children perceive they have. By dropping the ‘female’ prefix for builders, soldiers, surgeons, CEOs and others, society is asked to consider why we unnecessarily add a gender label to a female professional. Shouldn’t people be judged on their manner, skill and output; not by applying a gender label?