In February 2022, Spark worked alongside Outline Aotearoa and non-binary communities to develop and launch Beyond Binary Code – a simple tool that builds a ‘copy and paste’ HTML code after helping businesses evaluate whether gender-related data needs to be captured at all, what to capture if it’s required, and how to do this in a way that enables people of all genders to be seen and heard online.
The free downloadable code can be added to a business’ website to change the way their forms capture gender-related data by including options for those from gender-diverse backgrounds, as well as the option to ‘enter your own’ or ‘rather not say’.
The challenge was to raise awareness among local businesses about how unnecessary and inaccurate data collection can impact New Zealanders, especially our gender-diverse communities. This included encouraging Kiwi businesses to take that first step in helping to build a more inclusive digital world for all New Zealanders.
Anthem was engaged to support communications with key stakeholders and to announce the launch of Beyond Binary Code through the support of earned media and a diverse influencer campaign, that would contribute to the conversation by sharing personal experiences of not being seen or heard online through their social channels.
Anthem engaged with a range of content creators who had personal connections to the topic of capturing gender-related data to ensure a credible and authentic voice behind the significance of Beyond Binary Code. Research insights collected by Colenso and gender diverse communities were also built on to develop the message before engaging with mainstream media.
Through the campaign, Anthem were able to secure 5 pieces of coverage with tier-one media, highlights included articles on NZ Herald, Stuff, Newshub, TVNZ Online and The Spinoff. Anthem also engaged a business-focussed audience through media publications such as NZ Business, BusinessDesk and Newsroom.
The social campaign saw 200,000+ impressions on social media across content produced by 8 influencers, with 100+ positive comments on social media about Spark and the Beyond Binary Code initiative.