I am not a robot

Главное о кейсе

The campaign received 800 mentions on media (YouScan) and PR-reach of 27 000 000 users. With 1 425 386 impressions we received 511 709 clicks (Adfox), which gives CTR of 36%. This is 10 times higher than of an average campaign with Wi-Fi. AD-value for free PR-materials is 1 500 000 rub. Project’s ROI ― 114,3%

Бизнес-задача и ее решение

Our main goal was to bring attention to the role of women in social and economic life and the stereotypes surrounding it. It was important to launch a campaign that could reach people from the corporate world. Why? Women there have to deal with a number of gender-based restriction, while their coworkers statistically are most open to the ideas of gender equality. That’s why the campaign was held in Moscow and Saint Petersburg – Russia’s two largest business centers. We picked Wi-Fi in public transport and metro as a media-channel with the highest reach, and changed reCAPTCHA on the login page.

Прочая информация о кейсе

Majority of Russians think that women are incapable of being effective leaders and men can do it better.
We changed the regular reCAPTCHA (mobile tool that helps prove a user is a human) and put up photos of men and women instead of standard pictures. To pass the test one needed to pick executives. People on the photos, though, were just stock models.
Users were surprised to see an unusual reCAPTCHA and as a result, women were picked in only 24% of the cases. After finishing the test, the truth was revealed: «You’ve failed the test because of gender stereotypes»

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