TÜV NORD is an inspection and certification company that also provides training.

TÜV NORD was offering a workshop on the topic of “Unconscious Bias,” aimed at both its own employees and external clients. The initial brief was that they simply wanted banners, announcements, and posters to advertise the workshop.

First, we pointed out a complex issue: because “unconscious bias” is unconscious, the target group will not feel addressed. You are, so to speak, offering a solution to a problem no one believes they have.

Our proposal was to develop a game that would allow the target group to experience the problem before offering them a solution. Our suggestion was a memory game where you had to find a person based on a role description.The trick: YOU MUST fall into the game. Even if you think, “Well, I know full well they’ll think I would never assign this description to a person with these external characteristics,” you have dealt with normative expectations and, at best, have engaged and sensitized to them.

The game was backed up by instagram posts, that introduced protagonists’ stories and invited them to come and play the game.