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Daughters of the Evolution used AR to change the face of American history textbooks


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Goodby Silverstein & Partners created a revolutionary augmented reality app for it clients, Daughters of the Evolution. Called Lessons in Herstory , it achieved outstanding results and changed the face of history textbooks in America. Read more about this entry, which won the Grand Prix at US arm of The Drum Awards for Marketing in 2020.
The challenge
Daughters of the Evolution is a new, California-based nonprofit organization, founded by a board of young women. To accompany its launch, the board wanted campaign to champion the voices and ambitions of the next generation of women leaders, helping them build a world in which to thrive. Faced with the unrelenting persistence of gender inequality in society, Daughters of the Evolution approached Goodby Silverstein & Partners to finding a solution that would get to the root of gender inequality - before it manifests in career glass ceilings, pay gaps and all its other consequences. ....

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College classrooms are still chilly for women, as men speak more


Credit: Figure provided by Jennifer J. Lee and Janice McCabe.
Men speak 1.6 times more often than women in college classrooms, revealing how gender inequities regarding classroom participation still exist, according to a Dartmouth study. By comparison, women are more hesitant to speak and are more apt to use apologetic language. The findings are published in
When students didn t have to raise their hands to participate in class, men spoke three times more often than women. You would think that it would be more equitable for students to not have to raise their hands to speak in class because then anyone could talk but our results showed otherwise. The higher level of participation relates to the idea of who may have felt like they were entitled to speak or had permission to do so, explains Janice McCabe, an associate professor of sociology at Dartmouth College. Once you take away the structure of a professor calling on students, you see more of the cultural expectations ....

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