Losing Lena: Code Like a Girl

Lena header 2

Kamber is proud to partner with Facebook, Clemenger BBDO Sydney and FINCH to launch Losing Lena on behalf of Code Like a Girl & Creatable.

There’s a face more studied than the Mona Lisa. It’s that of Swedish Playboy model Lena from 1972. The image revolutionised our digital world, laying the groundwork for the JPEG. It has become the most used test image in the world. It’s taught in classrooms across the world and is creating issues for diversity in the tech industry.

Losing Lena – the documentary

Produced by FINCH as part of a campaign championed by Code Like a Girl and Creatable, Losing Lena asks us to think about the biases and challenges that have kept women out of the tech industry for decades. The documentary highlights how using Lena’s image creates barriers that women have to overcome to work in STEM. And, the pressing need for more diversity in an industry that touches every facet of modern life.

The film spearheads a campaign that calls on leaders in the tech industry, businesses and universities to commit to Losing Lena by adding their voice to a pledge at www.losinglena.com or via Code Like A Girl’s Messenger chatbot. We’re proud to pledge our support to retiring this one image to benefit millions of women.

The documentary will be available to view on Facebook Watch from 26 November 2019.

Kamber and Losing Lena

Facebook approached Kamber to produce a Messenger chatbot experience as part of the Losing Lena campaign. The chatbot was to be a hub for people to learn about the documentary and the campaign. It also needed to be a place that enabled users to pledge their support for the campaign.

The chatbot experience had to be simple and easy to navigate. It needed to act as an extension of the existing campaign, rather than a separate idea.

Now, simply by sending a Facebook message, users can find information about upcoming screenings and the campaign instantly. They can also subscribe to receive updates as they happen through Facebook Messenger, as well as pledge their support.

“We pride ourselves on telling the right stories at the right time so creating a Messenger bot experience was an obvious choice. The bot allows Code Like a Girl to engage with their followers when they’re already online,” said Jonathon Bink, Client Director at Kamber and the bot’s UX designer.

We were also asked to create Facebook Click to Messenger ads. The aim of which was to raise awareness about the release of the film and drive traffic to the chatbot. The ads provide people with just enough information about the campaign to encourage them to send a message.

We built the chatbot using  The Bot Platform’s interface. Syd Lawrence, Co-Founder of The Bot Platform was only too happy to support the campaign. “We’re passionate about empowering creators so it’s awesome to be able to help such a great organisation along their mission,” he said.

To join the campaign and subscribe to be notified about the exclusive Facebook Watch premiere of Losing Lena, try the Messenger chatbot yourself by clicking here, or search for Code Like a Girl on Facebook.


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