Interesting App-roach on IWD

In celebration of International Women’s Day (March 8th) BETC Sao Paulo launched an interesting app. The app is programmed to count the number of times men interrupt women and is currently available for download in the Apple store.

After coming across a study from 2014 published by George Washington University that indicated that women get interrupted more than men – shocking, I know – the agency decided that this seemingly small problem presented a bigger issue in society and reflected the issue of gender inequality in work and the wider world.

The app records the primar

y users’ voice and uses their phone’s microphone to track and analyse all conversations and the subsequent number of interruptions. BETC says that the app’s purpose is partly to illustrate to men how often they jump into conversation, and cut off women. It will also highlight to women how prevalent the problem is in their own social circles.

In order to promote their new app BETC Sao Paulo asked women from across the globe to submit their own poster designs – this is where the campaign truly shines in my opinion. The quality of posters submitted are arresting and the distinct lack of copy really adds to the impact of the designs.

Overall I feel this was an extremely fresh take on the typical, clichéd work relating to International Women’s Day. It not only showcases the agency’s progressiveness in their own right, but their outward look, and global approach to an issue that affects women’s voices (or lack thereof) worldwide.

#internationalwomensday #IWD #women #silence