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Our Vision

We firmly believe that things only change if we collectively change them. Everyone has the power to effect change for gender equality.

We see a world in which everyone is taking individual action in our workplaces, homes, schools, and societies in order to achieve equality.


Why This Matters

A few data points and reasons, among many:



Number of additional minutes women spend on caregiving and routine housework, versus men (globally).



% of men who say it’s important for employers to offer paid paternity leave.


114 Million

Number of American workers who don't have paid family leave.



Age by which boys read at a full grade level below girls.



% of computer science degrees conferred to women.



Number of years it could take for the global gender pay gap to close.



The United States' rank in the 2017 Global Gender Gap Report (down from 45th in 2016 - come on, America!)


Our Theory of Change

Behaviors and Beliefs, Not Just Policies and Practices

There are many organizations focused on the technical elements of advancing gender equality - e.g. changing policy for the better, instituting new processes behind recruitment, etc. We do that work as well, but what we really focus on is the adaptive side of gender equality. Our art- and tech-based nudges are aimed at adapting beliefs and behaviors, which is difficult – but necessary – work. We also aim to go several steps further in empowering every individual to realize where they can make changes on a personal and professional level to ensure that we stop the perpetuation of the behaviors and beliefs that drive our culture and society, and keep us in the same vicious cycles of inequality.

Using behavioral science and creative design, we develop scalable art-based & technology-based nudge interventions to activate gender equality.


the science behind our work

What Do We Mean By Behavioral Science?

Human decision-making powerfully affects numerous aspects of individual well-being, and lies at the core of many persistent social problems, including gender equality. Behavioral science, and the emerging practice of behavioral design, offer powerful tools to solve social problems at scale by understanding how contexts and psychological forces drive decision-making and behavior. Thus, behavioral science holds great potential for helping organizations of all kinds better serve their intended beneficiaries.

Behavioral design works because it addresses the systematic and predictable ways that people are derailed from pursuing or achieving their objectives. Few people would disagree with the idea of taking action for gender equality, but may not actively think of actions in real-time or even know what to do.]

What Is A Nudge?

In Richard Thaler and Cass Sunstein’s 2009 book, Nudge: Improving Decisions About Health, Wealth, and Happiness, a nudge is defined as “any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding any options or significantly changing their economic incentives.” They further explained that for an intervention to count as a mere nudge, the intervention must be easy and cheap to avoid. Nudges are not mandates. For example, putting fruit at eye level counts as a nudge; banning junk food does not.

Why Art & Technology?

Scale Through Instruments of Abundance

Using Abundance vs. Scarcity model thinking, art and technology are two abundance-model ways to communicate and interact. It doesn’t matter if 1 person of 1 million people view a poster or use an app - the cost of developing that one art piece or app remain the same. Our goal is to reach as many people with our research-based actions, and to create non-binding nudges that expose people to better ways to be and behave.


The Team

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Chris Alfonso


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Sherry hakimi

executive director

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erica lee

Strategy & programs

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michael rifer

strategy & development

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rachelle vagy



Board of

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Iris Bohnet

Behavioral Economist, Author, Professor, and Academic Dean at Harvard Kennedy School

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anthony barrows

managing director, ideas42

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cindy leggett-flynn

vp and chief communications officer, aig