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Challenge
In Finnish media, the portrayal of women remains narrow and outdated, creating societal pressure for women to conform to expectations that make them feel either “too much” or “too little.” Most women feel they don’t fit into these restrictive definitions of femininity, and nearly all experience internal pressure to meet these outdated standards. Media representation plays a significant role in perpetuating these limitations.
Insight
AI is not just a tool—it’s the embodiment and proof of existing stereotypes.
Creative execution
When you don’t fit the picture, create a new one. A-lehdet responded to this issue by launching eeva.fi, a media platform with the goal of reshaping the portrayal of Finnish women.
We transformed three Finnish women to resemble the representation by incorporating the traits that emerged in the research. We used OpenAI as a tool for visualization since the data was a direct proof of the existence of sexism.
Awards
Grand One, 2023, most innovative use of technology, shortlist
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