Kindred Group challenges gender bias

Kindred Group is challenging gender bias, a hot topic across multiple sectors and industries at present, with a new global campaign developed by London-based creative agency FCB Inferno.

The campaign’s purpose, carrying the hashtag queenrules, is to start conversations around gender bias and gender equality, kicking off on International Women’s Day through Kindred’s Unibet brand.

The campaign will launch with live events and tournaments using #queenrules rules on the 8th of March in London, Stockholm and Malta, with more venues to be announced.

In #queenrules, Queen outranks King in a special deck of cards.

At the events, limited edition playing cards will be used, featuring illustrations created by 16 female illustrators from www.womenwhodraw.com.

Merchandise such as t-shirts, art work and playing cards containing the illustrations will be sold via www.queenrulesproject.com.

All proceeds from the events and merchandise will be donated to HeforShe, a solidarity campaign created by UN Women to provide a platform towards  the achievement of gender equality.

On the same day, Kindred takes part at Women In Tech Stockholm as a Founding Partner, a unique industry collaboration that serve as a platform to inspire and enlighten women already working in the tech industry and for women who wish to work in the tech industry.

Nataly Sopacuaperu, Head of Events at Kindred Group says “We are proud to be involved in the #queenrules project. It is a fantastic idea that highlights where in society we have gender bias. As a company, our ambition is to make all of our players and employees feel understood, and challenging these kinds of stereotypes is one way to do this”

“Kindred is a very diverse business, with more than 50 nationalities. We continue to work hard to keep focus on diversity and equality and this project is a simple but fantastic way to start conversations on unconscious gender-bias through a game,” added Henrik Tjärnström, CEO of Kindred Group.

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