New ad campaign uses real Google search results to highlight sexism

Brought to us by UN Women, these ads are as brilliant as they are depressing as hell.

Ad showing woman's face with google search results saying, "women shouldn't...have"

The campaign’s creator explains, “This campaign uses the world’s most popular search engine (Google) to show how gender inequality is a worldwide problem. The adverts show the results of genuine searches, highlighting popular opinions across the world wide web.”

Google results are likely to be slightly different in different countries, so you can play a fun sad game of replicating all the ads for yourself. According to the one I just did, for example, women also shouldn’t be in combat, be cops, or go to college. Good times.

Check out the rest of the images here.

Maya Dusenbery


Maya Dusenbery is an Executive Director of Feministing.

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  1. Posted October 21, 2013 at 1:07 pm | Permalink

    I’m not sure search results are the best example of this, since it means people are searching for those terms, not necessarily that they agree with them. I search for offensive things all the time, since I want to know the original source when I make fun of someone.

    I guess it depends on how normal people use search engines though.

  2. Posted October 21, 2013 at 1:26 pm | Permalink

    Using “girls” instead of “women” yields some interesting results, too:

    Girls shouldn’t…
    •have abs
    •go to college
    •play video games
    •play sports

    Girls can’t…
    •love girls
    •get pregnant in the summertime
    •eat fifteen pizzas

  3. Posted October 21, 2013 at 10:10 pm | Permalink

    Here’s some phrases I tried:

    women dont:
    -like men
    -need men
    -know what they want

    men can’t:
    -be feminists
    -lift chair
    -be friends with women
    -control themselves

    women can’t:
    -have it all
    -live with them

  4. Posted October 22, 2013 at 5:54 pm | Permalink

    Wow this is nuts! And plenty of gender conformance to go around – try “boys can’t” or “men shouldn’t” and the results are also pretty despicable. My favourite is “men should…” and “all die” is one of the top searches.

    Society is messed up…

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