Agenda C was engaged by UniBank in developing an idea for credible and media-worthy research about women in STEM. To provide a communications strategy to highlight awareness of gender bias using AI algorithms and human hiring processes in recruitment.
Agenda C crafted a research story that resonates with the UniBank ethos and aligns with the values of its customer base. As an organisation that offers services to academics and university-related staff, it was important that the research findings would be relevant to that community and the values of UniBank as an employer. Agenda C advised UniBank to commission research with the University of Melbourne to explore gender bias in human and AI hiring processes because of the potential of a robust study demonstrating serious results. Agenda C’s strategy was based on having new, relatable and impactful information to share with the public.
Working with UniBank and The University of Melbourne researchers, Agenda C delivered a media campaign that incorporated research results, explainer videos and a clear message about the importance of the findings in everyday employment contexts. The story continues to be published and shared, with an estimated potential of over 50 million global views.
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