New work from VML

VML's (Wunderman and TAXI) recent work for client, Stop the Party, showcases MissType, an email editor, which aims to redefine what "professionalism" means. AI generated, this digital tool's goal is to create more effective communication in the work place.

Modern professional communication should be genderless, however it often promotes masculine language and styles while undervaluing feminine ones. Stop The Party, a not-for-profit organization, is here to change that. Developed to address gendered business language that contributes to the gender wage gap, MissType is an email editor that analyzes your writing and offers suggestions that helps everyone communicate more effectively. 

Feminine communication style creates empathy and promotes a team environment but is seen as ‘weak’ in a business context. Gendered business language contributes to this gap because women are judged based on feminized language. 

Despite studies, including findings from the Harvard Business Review, that confirm women are 84% more effective at communicating than men, language such as ‘I think’, ‘I feel’, open-ended questions, speech softeners and apologizing hold women back in performance reviews and job postings because of the unconscious bias that favours male language styles.

MissType uses artificial intelligence to scan your email and make recommendations to create more effective communication. It helps you work towards an ideal business language that combines traditionally “male” and “female” communication styles—a universal business language that is direct and empathic (Reference: Kim Scott’s radical Candor framework).

MissType redefines professionalism by empowering users to show up authentically at work and encouraging us to broaden our definition of what language means in the workplace.

"We believe it's time to make room for feminine speech," says Erika Maginn, Co-Founder of Stop The Party. "MissType is designed to help users understand the scrutiny feminine emails endure and navigate it effectively. By incorporating language that resonates with their authentic voice, users can communicate with clarity and impact."

In this way, MissType is more than just a tool; it's a catalyst for change in professional communication and the definition of “professionalism”. By raising awareness of unconscious bias and providing practical solutions, MissType is a resource to help empower women and employers to understand unconscious bias, implement new practices, and make the workplace more equitable for all.

MissType was developed by VML Canada for Women’s History Month and is being promoted through owned and earned media channels. 
For more information about MissType and to try it for yourself, visit miss-type.com. For more information about Stop The Party, visit stop-the-party.com.

We will definitely try it ourselves. Congratulations on this meaningful and important work team VML Canada!