– “Words are a powerful thing and can be a barrier to women’s advancement. It’s time for action this International Women’s Day,” says Lorraine Hariton, President and CEO of Catalyst
Catalyst , the leading global nonprofit focused on creating workplaces that work for women, is marking International Women’s Day (IWD) by launching a bold campaign to tackle one of the biggest gender equality issues in the workplace: unconscious gender bias. The new campaign, which features women from diverse industries, aims to shine a light on the power of words used to describe women and encourage people to #BiasCorrect by paying more attention to theirs.
“Women and men with the same talents and skills are often described in very different ways due to unconscious gender bias, creating invisible barriers that can have an enormous impact on women’s advancement,” said Lorraine Hariton, President and CEO of Catalyst. “The good news is Catalyst’s resources provide ways people can overcome their own unconscious biases. The #BiasCorrect campaign is designed to spark conversations around the power of words, and more importantly, to inspire learning and action.”
Catalyst partnered with NYC-based brand transformation company Burns Group to bring its leading research to life with a creative idea to drive both action and awareness. The multifaceted campaign developed by Burns Group incorporates chat platforms, social media, digital assets, and outdoor placements.
Joanne McKinney, CEO of Burns Group, said, “We jumped at the chance to partner with Catalyst and apply creativity to the issue of unconscious gender bias. Our team was determined to create an idea that did more than just build awareness of the issue. The marriage of technology and humanity in this campaign is what makes it truly powerful.”
On this important day of the year for women’s advancement, Catalyst invites individuals and companies to