#DECODE THE BIAS.
#DecodetheBias highlights one major issue—how data, computer code, and AI reinforce exclusionary beauty standards and exclude women of color. These algorithmic systems rule our world and we have to ensure these systems are not continuing to perpetuate harmful forms of bias and discrimination.
ADWEEK: Olay Launches #DecodeTheBias Initiative to Fight Discriminatory Beauty Searches
Agency - Badger & Winters / Creative Director - Madonna Badger
Campaign Launch: Supported concept, art direction and design for the global campaign reaching all brand touchpoints; tv, digital, retail, pr and advertising
THE CHALLENGE
Algorithms are not exempt from exhibiting bias. In fact, the very opposite is true: Because they are coded by humans, algorithmic results are often a reflection of their creators. This is especially evident in basic beauty searches, which often prioritize white models and Eurocentric features.
THE ANSWER
In partnership with Algorithmic Justice League founder Joy Buolamwini, Olay launched #DecodeTheBias, a platform that aims to double the number of women entering STEM fields and challenge the bias that digitally boxes women of color out of everyday beauty searches.
“We want the world to remember that who codes matters, how we code matters, and that we can code a better future.”