AUCKLAND, Tuesday: Colenso BBDO – with rainbow mental health shop OutLine – has created Spark Beyond Binary Code to help trans and non-binary people cope with discrimination.
Spark marketing director Matt Bain said: “If you’ve never had to think about your gender, you probably haven’t realised how often you get gendered online.
“But for individuals identifying beyond the binary gender of male and female, it affects them every day.
“Often businesses default to asking for gender without considering why they need that information and how it might impact the people on the other end of the form.”
OutLine Aotearoa GM Claire Black said: “When trans and non-binary people are excluded, misgendered, or discriminated against during daily interactions with businesses, that contributes to an environment that is hostile to their wellbeing.
“Beyond Binary Code addresses this with a single piece of code that can be added to your website.”
“We hope to build an internet with richer, more sophisticated datascapes that represent the true diversity of Aotearoa.”
“It revises the way organisations collect gender data by updating website forms and fields with gender inclusive options so everyone can feel seen.
“But Beyond Binary Code is bigger than just code. It’s a full tool that helps businesses understand, first and foremost, whether they truly need to collect gender data from their customers at all.
“If they do, an HTML code is generated based on their unique business needs, so they can ask in an inclusive way.”
Matt Bain: “Beyond Binary Code intersects two key ambitions at Spark – helping Kiwis have a better relationship with their data, and to champion diversity and inclusion within Spark and Aotearoa.
“Ultimately, through publishing the code, we want to encourage digital equity at an enterprise level.
“By influencing big data systems in businesses to evaluate whether they need to collect gender data at all and if it is required, that they do so in a way that helps people from all genders feel valued and visible online.
“We’re proud to finally see the idea out in the world, and excited to see the difference it can make.”
“In time and with the help of businesses adopting the code, we hope to build an internet with richer, more sophisticated datascapes that represent the true diversity of Aotearoa.
“The code comes with helpful materials to support businesses on their beyond binary journey, including guides on data privacy principles, how to get stakeholder buy-in and how to create safer spaces both on and offline for their customers and employees.”
Claire Black: “OutLine sees this code, and its supporting resources, as a catalyst for creating better experiences that support and affirm the wellbeing of both non-binary people and rainbow communities more broadly in Aotearoa.”
Colenso CCO Simon Vicars said: “For lots of people, filling in an online form is a simple box-ticking exercise.
“But for people who identify beyond male or female, it can reinforce the feeling that society doesn’t acknowledge them. Beyond Binary Code has the power to rectify this – to help rewrite the internet to see more than two genders.
“We’re proud to finally see the idea out in the world, and excited to see the difference it can make.”
Beyond Binary Code launched on Monday with a film and digital campaign to support the website.
- Download the code for your own website here: www.spark.co.nz/beyondbinarycode
CREDITS
Client: Spark
Senior Social Brand Partner: Caitlin Hayns
Brand Lead Partner: Frith Wilson-Hughes
Partners: OutLine Aotearoa
Agency: Colenso BBDO
Production Company: Finch
Director: Zia Mandviwalla
Managing Director: Corey Esse
Executive Producer: Bex Kelly
Producer: Duncan Bernard
DOP: Marty Williams
Editor: Julian Currin
Production Designer: Neville Stevenson
Post Production: Perceptual Engineering
Colourist: Pete Ritchie
Projections & Online: Jon Baxter
Music Composition: Cam Ballantyne, Beatworms
Sound Design: Liquid Studios
Sound Engineer: Craig Matuschka
Producer: Tamara O’Neill
Stills Photography: Lula Cucchiara
PR: Anthem
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