client case study: ditch the label - doing more with social

Ditch The LabelGender constructs in the digital age

ED CROOK/ RESEARCH MANAGER, BRANDWATCH LIAM HACKETT/ CEO, DITCH THE LABEL

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Liam Hackett@DiageoLiamCEO, Ditch The Labelditchthelabel.org

Ed Crook@ed_crookResearch Manager, NA & LATAMbrandwatch.com

Project Background

About Ditch The LabelWe’re one of the largest anti-bullying charities in the world, helping teens aged 12-25 to overcome bullying through digital mentorship, advice guides and campaigns.

Here are a few things that make us different:

● We’re digital● Our proposition as a youth brand● Our emphasis on research● Proactive and reactive support

We work across the UK, USA and Mexico. It’s estimated that every 3 minutes, 1 young person benefits from Ditch the Label support.

● Findings from The Annual Bullying Survey 2016 show that males are more likely to bully and least likely to report bullying.

● We know that suicide is the biggest killer of young men.● Toxic masculinity leads to war, crime and violence.● Majority of young girls want to change their appearance.● Young girls don’t think they are good enough for male-

dominated industries.

Why we needed this research

● We usually use surveys to conduct our research, but the key limitation is social bias.

● Social data is more observational and less biased, in a way.● Social media is so parallel to our audience and their

identity, it made sense to incorporate social data into our research strategy.

● It gave us access to a huge amount of publicly available data with complex analysis.

Why social research?

Methodology

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ChallengeWhen segmenting by regions and demographics:• Population density• Social media useSolution• Two queries, one for insults and one for neutral

debate

Extraneous variables

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“ Don’t be such a little bitch about it “

“ That bimbo needs to sit down“

“ He is just a misogynistic, narcissistic, whiney little bitch, How idiotic.“

“ You should be allowed to do ur thing, be a slut, do what you want!“

Defining misogyny

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Defining masculinity

Challenge• Researcher bias

Solution• Define construct using• social data.

Findings

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Defining masculinity

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Attitudes towards masculinity constructs

Preferences Personality Behaviour Appearance0%

25%

50%

75%

100%

12%21% 20%

14%

8%

7% 6%

6%

11% 6%10% 4%

Other

Proud

Educating

Humor

Sarcastic

Neutral

Questioning

Struggling

Frustration

Anger

ASPECTS OF MASCULINITY

PERC

ENTA

GE O

F MEN

TIO

NS

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Reactions to nonconformity

Upset/Disappointed

Discouraging

Persuading

Suprised/Shocked

Teasing (Mean)

Agreeing

Encouraging

Teasing (Humor)

Supporting

Neutral/Indifferent

1%

2%

2%

2%

3%

5%

8%

21%

32%

33%

9%Negative

30%Neutral

61%Positive

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Misogynistic language more common among females

Sexual promiscuity

Animal

Appearance

Sexual orientation

Intelligence

Sexual anatomy

Male UK Male US Female UK Female USMisogynistic

insultsDiscussion

about misogyny

0%

25%

50%

75%

100%

52% 53%

48% 47%

Male

Female

% M

ENTI

ONS

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Educators play pivotal role in gender debate

Mor

e De

bate

Mor

e Ha

te

Spee

ch

Tran

spho

bia

Hom

opho

bia

Mas

culin

ity

Miso

gyny

-100

-50

0

50

100

Educators

Family & Parents

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Gender constructs tied to other discrimination

RACISM TRANSPHOBIA HOMOPHOBIA MASCULINITY MISOGYNY REPUBLICAN DEMOCRAT

MASCULINITY 0.241 0.581 0.431 0.560 0.605 0.340

MISOGYNY 0.741 0.505 0.528 0.560 0.311 -0.929

RACISM TRANSPHOBIA HOMOPHOBIA MASCULINITY MISOGYNY TURNOUT 2015

LONG TERM UNEMPLOYMENT

MASCULINITY 0.279 -0.443 0.157 0.376 0.128 0.101

MISOGYNY 0.632 -0.334 0.752 0.376 -0.307 0.405

US

UK

Next steps

Brands challenging masculinity constructs

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• Helps us better understand the issues so that we can adapt our support programmes online.• Helps us bring awareness to the issues and to

encourage societal debate - the knowledge is now freely available.• Will feed into our future campaigns and

materials for young people.

How will we use the data?

Q&A

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