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#Rewriting The Code

#Rewriting The Code

About this Initiative

Global children’s charity Theirworld asked The Partners to develop a campaign that would encourage leaders from all sectors to change negative attitudes and behaviours that perpetuate gender stereotypes.

Inspired by the idea developed by D&AD New Blood winner Niamh Deehan, the campaign is a collaboration with Kantar Added Value, Kantar Futures, MEC and VML. 

#RewritingTheCode draws a parallel between embedded social values and the hidden codes that define the cyber world: both shape what we see and how we act. Using the lexicon of digital codes, it questions gender stereotypes and asks the audience to consider the cultural codes that hide beneath the surface of our daily lives.

Since its launch on IWD 2017, #RewritingTheCode reached over 86 million people.