HEINEKEN — THE SOCIAL SWAP
HEINEKEN HAD TWO TOP COMMENTATORS SWITCH SOCIAL ACCOUNTS TO EXPOSE GENDER BIAS IN FOOTBALL.
Misogynistic hate speech is part of the life of women who are into football. The problem is especially evident on social media, where women are judged by their gender, and not their opinions. To expose this gender bias, Heineken conducted a social experiment where two of the UK's most famous football pundits secretly switched social media accounts with each other.
A SOCIAL EXPERIMENT TO EXPOSE GENDER BIAS ON SOCIAL.
We had two of Britain’s most famous ex-footballers and football commentators, Jill Scott and Gary Neville, comment on X during five UEFA Champions League matches.
Secretly, Gary and Jill switched social media accounts and commented from each other’s handles, so their opinions appeared to come from each other.
As predicted, Jill Scott’s account received five times more sexist comments than Gary Neville’s - inevitably exposing the gender bias.
A GAME CHANGE FOR THE BEAUTIFUL GAME.
The Social Swap didn’t just expose gender bias, it made 8% more women join football conversations on X, ultimately taking their well-deserved space and silencing misogynist hate.
