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Kindred’s #queenrules campaign to challenge gender bias

A new campaign to be launched on International Women’s Day is set to challenge global gender bias.

Uniting Kindred Group, through the Unibet brand, and London based creative agency FCB Inferno and titled #queenrules, it aims to start conversations regarding gender bias and equality.

Representing a new way to play cards, and utilising a special deck where Queen outranks King, the campaign is to launch with a number of events and tournaments.

Beginning on March 8 with events in London, Stockholm and Malta, with more set to be announced, limited edition decks of playing cards set to be used will feature images by 16 female illustrators.  

T-shirts, art work and playing cards featuring the illustrations are set to be for sale, via, with all proceeds from both the events and merchandise sales to be donated to HeforShe.

The solidarity campaign has been created by UN women, and intends to provide a platform for a global audience to engage and become agents for change for the achievement of gender equality.

Nataly Sopacuaperu, Head of Events at Kindred Group, said: “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”

On the same day that the #queensrules campaign begins, Kindred is to also take part in Women In Tech Stockholm as a founding partner.

The industry collaboration is to serve as a platform to inspire and enlighten women already working in, and women who wish to work in, the tech industry.

Henrik Tjärnström, Kindred Group CEO, added: “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.”