client case study: ditch the label - doing more with social
TRANSCRIPT
Ditch The LabelGender constructs in the digital age
ED CROOK/ RESEARCH MANAGER, BRANDWATCH LIAM HACKETT/ CEO, DITCH THE LABEL
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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
BRANDWATCH.COM
ChallengeWhen segmenting by regions and demographics:• Population density• Social media useSolution• Two queries, one for insults and one for neutral
debate
Extraneous variables
BRANDWATCH.COM
“ 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
BRANDWATCH.COM
Defining masculinity
Challenge• Researcher bias
Solution• Define construct using• social data.
Findings
BRANDWATCH.COM
Defining masculinity
BRANDWATCH.COM
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
BRANDWATCH.COM
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
BRANDWATCH.COM
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
BRANDWATCH.COM
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
BRANDWATCH.COM
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
BRANDWATCH.COM
• 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
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COMBRANDWATCH.COM | #NYKCONF