Women feel pressure to over-exclaim in online communication in order to appear friendly and agreeable. Yahoo will challenge the societal pressure women face to soften their messages with exclamation points — No Exclamation Needed.
Yahoo | No Exclamation Needed
CASE STUDY
How will it work? It won't (exclamations, that is)
For 24 hours on International Women’s Day (March 8th), Yahoo will “run out” of exclamations.
1.
The Yahoo exclamation point will disappear from our logo across platforms including Instagram, TikTok, and LinkedIn.
2.
Users who try to use the exclamation point in Yahoo Search or Mail will receive a cryptic error message.
3.
When will exclamations come back? After we make our point!
Yahoo will produce a series of OOH ads highlighting the double standards women experience when sending emails, exposing the unspoken rules that pressure women to overuse exclamation points.
4.
We'll bring back the exclamation point because they never actually ran out.
5.
Yahoo will then introduce the new ! counter. This feature helps users track their punctuation, encouraging mindful communication and authentic expression.
6.
Art Directors | Maddie Edwards, Nithya Charles
Copywriter | Hannah Kakish
Account Manager | Ellie Wilson