Chatbot exposes bias in Danish teaching
Kunde:
Danish Teachers' Association
Opgave:
- PR
Opgaven
There has long been a gender imbalance in upper secondary schools' compulsory Danish syllabus: only one of the 14 authors that students have to read in class is female. The rest are men.
And according to the Danish Teachers' Association, there is good reason to change this. Therefore, they wanted to call on decision-makers to re-evaluate the curriculum.
In this connection, the association developed Pensum_GPT - a chatbot on Instagram that can answer questions such as "What is a woman's role in the home?" based on the Danish literature canon. With rather outdated and sensational answers as a result. The task was simple but ambitious: Land the story in a national media - and preferably in a format that could get a decision-maker talking.
Eksekvering
The idea and development of the chatbot was created by the advertising agency Marketsquare, while Help handled the PR part.
With the idea and the goal in mind, we prepared an initial pitch that explored the initiative's socially relevant purpose and targeted talk shows where the story could be unfolded. In addition, we prepared a press release that was then widely distributed to national media.
Resultater
Help's targeted PR efforts managed to land Pensum_GPT in three different national media across TV and web and succeeded in the most important part: getting a key decision-maker to talk. The pitch became a yes from TV 2, which featured the story both on tv2.dk and in Go' aften Live. The Danish Teachers' Association's spokespersons met with Minister of Education Mattias Tesfaye on national TV and explained why it is important to have a more gender-balanced and up-to-date literature canon in upper secondary schools. The Minister of Education agreed - and the parties therefore agreed that the literature canon would be scrutinised in the near future. The subsequent press release was picked up by both Ekstra Bladet and Jyllands-Posten, who also wrote about the initiative.
