Correct The Internet Team Heroine

The campaign is the collective work of an international group of like-minded people who saw the need to get behind the cause, championed by Rebecca Sowden, founding partner of Correct The Internet and owner of United Nations’ ‘Football for the Goals’ member Team Heroine – an international sports marketing consultancy. The problem was first discovered when DDB was recently researching facts about the world’s top footballers as part of a pitch. The team discovered that women held many of football’s records. However, when asking simple, ungendered questions to find these facts, the internet was incorrectly putting men ahead of the statistically superior women in its search results. Many of the best athletes in the world are women. But due to human bias, our search engines have learnt to prioritise male athletes in our search results, even when the facts put sportswomen first.