SYS.01 Objective
CandidateX wanted to challenge the gap between employers’ stated commitments to inclusion and the experience of candidates excluded by opaque criteria, human bias and poorly governed technology.
The campaign needed to interrupt familiar recruitment language, turn a complex argument into a recognisable public idea and give its audience something concrete to do next.
SYS.02 Creative response
The early “Stop Hiring Humans” territory used provocation to expose the role of human and algorithmic bias before resolving into the more constructive #LockedOut platform.
A connected visual and digital system carried the idea across the campaign identity, website, petition experience, article headers, social creative, email assets, merchandise and the Bias Tracker interface.
The locked-out motif gave different formats a consistent emotional frame: candidates were not simply being rejected, but excluded by systems they could neither see nor challenge. The Bias Tracker then extended the campaign from awareness into a public evidence tool.
SYS.03 Results
The campaign launched in December 2023. The petition passed 200 signatures, and the Bias Tracker was prepared as the campaign’s next public-facing digital component.
SYS.04 The work
Got an argument that needs an audience?
Campaigns built as systems: provocation, evidence, action and a way to measure it.
If this looks close to something you are dealing with, the quickest route is to say so in a sentence. You will get a real reply from a person, usually with a first read on the problem rather than a calendar link.