So we decided to tackle this problem by addressing the fact that images online and digital structures keep reinforcing stereotypes.

Introducing ReSearch – a browser extension that makes image search gender balanced.

But the real aim of this project was not that people should have to keep using an extension to find images that better represent them. Instead, we wanted to put the spotlight on an issue that affect millions of young women AND men all over the world. With the hope of making ReSearch obsolete as soon as possible and attracting new talent to a tech company that cares about diversity.

Reach: 92 000 000 impressions

Semcon implemented a new way of measuring success: Gender balance.

They will become a completely gender equal company by 2022.