There’s a secret hidden in almost every digital image and website you’ve ever seen. That secret is Lena, a 1972 Playboy centrefold that has been used by countless tech enterprises to test their image algorithms.

Lena is widely regard as Tech’s Original Sin, ‘First Lady of the internet’ and the first instance of bias in programming. The ‘Losing Lena’ is an integrated and social campaign that petitions people and companies to stop using the Lena image to help make millions of women feel more welcome in the tech industry, especially when starting out.