In this spot we see a young girl in a dimly lit stadium. Instead of people in the seats, there are rows and rows of internet-connected smart speakers filling the entire stadium – a visual metaphor for search engines and the internet at large.

The girl proceeds to ask these speakers questions about sporting records, addressing them as “hey internet”, and they respond in robotic unison. It’s a dystopic scene, with the speakers dwarfing the girl and her questions. But when the speakers reply they give incorrect answers, the same answers they give in real life, reflecting the bias against women that search engines have learnt from our human behaviour. The girl realises this and questions “the internet”, but the internet can’t see its own faults.

The spot concludes with an impetus to help us right the wrongs of the internet by reporting incorrect search results at correcttheinternet.com.

The internet has a bias.

Search algorithms are trained on human behaviour, designed to give us what they think we’re looking for. Now, they’ve learnt our bias towards men.

Asked simple, non-gendered questions, like “who has scored the most goals in international football?”, search engines prioritise the more recognised male athletes, even when facts say it’s a female athlete - making women and their achievements invisible.

So Team Heroine, a women’s sport marketing agency that seeks to connect female athletes with brands to ensure they're better recognized in a world where women’s sport receives just 0.4% of media coverage and 4% of total sponsorship, aimed to correct the internet's bias.

Our objective was to highlight the incorrect searches and get as many people as possible report these inaccuracies to the search engines so they could be corrected, and the achievements of sportswomen would become visible for all to see.

The film saw our campaign reach over 1 billion people, get shared by many prominent athletes, advocacy groups, and sports organisations, and received coverage internationally from the likes of BBC, NBC, Fox Sports, Sky Sport, Forbes, and many, many more.

The film also successfully drove people to our website, where a tool we developed to send feedback and the correct information to search engine companies with just a couple of clicks saw people reporting on a scale that made the search engines take action.

As of writing, many of the incorrect searches we highlighted have started to change and are now corrected. And the search engines are starting to redesign the way they present information about sports, allowing users to choose between male and female results, making the achievements of sportswomen visible to those who search for them.

Currently, women’s sport receives just 0.4% of media coverage and 4% of total sponsorship.

Team Heroine is a women’s sports marketing agency that seeks to connect female athletes with brands and rights holders, unleashing the power of women’s sport, and ensuring they get the recognition they deserve.

Now, with Correct The Internet, the achievements of women's sport is getting the recognition it deserves on the biggest platform - the internet.