Everywhere online, and in on-the-ground social circles, you’ll find oceans of derogatory language being used to describe women. This language is popularised through mainstream music, streaming, gaming, social media - even by local politicians. In this social climate, and in the country most dangerous for women to live in, this language becomes a means to lessen the serious impact these words have. Social media has become the main vehicle for this language to thrive – being glorified, not challenged and confronted. As a brand that believes in inclusivity and empowerment, Edgars wanted to challenge the narrative during Women’s Month.
During South African Women’s Month, Edgars, supported by UGC submissions, challenged and confronted the derogative language around women, to steer the narrative to become more inclusive, empowering and diverse. They asked one question; Did You Mean, Woman?
Social media and search platforms were scraped to find the derogatory words people use to describe women, and in real-time, confront them with alterative word suggestions.
Google Search: Whenever someone used this platform to search for, or simply to use, the derogative words, an automated bot would use the recognisable "Did You Mean“ terminology synonymous with Google to suggest alternative words. This would too, make it seem as if the searched words were incorrect, making audiences question the language they use.
Twitter: Twitter is the breeding grounds for foul language, especially when hard-hitting events are discussed on an open-source platform of this nature. So when the femicide conversation unpacked online, so did the derogative language around women. Once again, using automated bots, the posts were scraped to find the foul language and suggested the alternative.
UGC Microsite: The audience could also submit words that empower women on a dedicated microsite. These words would be used in the bot‘s responses to the derogative words...making the submitter part of the positive change and having them also confront the language, as well as broaden the pool of positive responses.