Bajaj Allainz: Answering what #WomenShould

Online search suggestions about women prove that they are still perceived as the weaker sex. The campaign aims to bring a change in the auto suggestions that appear on an online search about women and thus change perception of people.

We love to speak about women empowerment, but a search on Google about 'Women Should' just reveals our hypocrisy. The Google auto suggestions show up options like 'Women should not vote', 'Women should be seen not heard', 'Women shouldn't work', 'Women should be beaten' etc.

Google Auto suggestion is the prediction service that helps people complete their search. When one enters a search phrase in Google, the auto suggest tool produces search suggestions on a text box below, thus predicting what the person is going to search. As per Google, the predictions are done on the basis of what is being more searched on the internet.

Even though women have scaled heights in all aspects of life they are still looked at and thought of as weaker and dominated section of the society and online search suggestions proved this perception of women.

Insurance company Bajaj Allianz has come up with a campaign that aims to bring a change in the auto suggestions on a search engine and thus change perceptions of people. The campaign is a part of its initiative called JiyobefikarWomen, which was launched in 2011 with an intention to highlight and reward accomplishments by women from various fields.

This year the company decided to take it one notch up. Designed by digital agency The Right Click, the campaign features a video which shows that despite the negative suggestions shown by a search engine, women are actually doing great in each field. The video urges people to do a Google search everyday for "Women Should" followed by a positive message for women. This will help change Google its suggestions algorithm.

In addition to the video a website has been designed (www.jiyobefikarwmen.com/womenshould) encouraging people to search for positive terms with women should thus increasing the possibility of positive terms to appear in autosuggest.

Besides the video and the website, there is a social media clout created encouraging people to search for positive terms and converse around topics like ambition, adventure, independence, with #WomenShould at the helm to help increase positive SEO.

The idea was derived from a discovery made by a non-profit organisation last year that women are still looked at and thought of as weaker and dominated section of the society and search engines showing negative auto search suggestions for various queries related to 'women should' and 'women have'.

"We wanted to bring about a change in this outlook that sways somewhere in mind-set of the society. We also wanted to bring about change in the search engine auto suggest queries for women. Search engines tell us a very different story. The answer to what "Women should" do, we found, was deeply unsettling. We want to take our women's community to the next level and bring about a change in what people search for with regard to women," says Vishwash Gaur, head, digital marketing, Bajaj Allianz.

The brief, as per Gaur, was to give a stimulus to the JiyobefikarWomen property making it abuzz with relevant content and conversations for the Target Audience

There is also a display banner campaign in progress with landing page url as the search query page of women should Jiyobefikar so every click to this would be considered as a search by search engines increasing the possibility of positive terms to appear in autosuggest.

The company plans to keep creating distinct yet relevant content for this community by touching upon matters of their concern.