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Leo Burnett and Globo Conde Nast launch a keyboard app that corrects prejudice words
The Anti-prejudice keyboard identifies hundreds of prejudiced words and suggests more proper … read moresynonyms each time one is typed.
Each language has its own history. Every language carries prejudiced words and expressions that are used daily, helping to spread prejudice, often without realizing it. The Portuguese language, for example, has more than 300 racist, homophobic, xenophobic and sexist words and expressions that, unfortunately, are still widespread.
To show that in the fight against prejudice words also matter, the advertising agency Leo Burnett Tailor Made created, in partnership with Publishing House Globo Condé Nast, owner of the magazines Vogue, Glamor, GQ and Vogue Living, the Anti Prejudice Keyboard. A keyboard for the Android system that identifies hundreds of prejudiced words used daily and suggests more appropriate synonyms whenever one of those words is typed.
For example, every time someone writes “Gyp”, which has a prejudiced nature related to Romani people, the keyboard will suggest the synonym “cheat”. When the typed word is "uppity”, a pejorative term, the keyboard will suggest "arrogant”. As well as changing “wife beater” to “sleeveless t-shirt”.
Entitled “Words matter”, the campaign will be released on the digital channels of Vogue, GQ, Glamour and Vogue Living. It shows that prejudice is impregnated in speech and brings a sensitive look to a series of discrimination situations that are originated or aggravated by phrases, expressions, words or adjectives used daily, without reflection. The film is from Barry Company producer and invites us to understand the power of words and show that to change behavior, words matter.
The initiative, led by the Globo Condé Nast Diversity Committee, is part of the publisher's efforts to have a more relevant role in promoting diversity.
The project has been under development for over 1 year by the production company Savoir, with the advice of linguist Tomas Finbow, Doctor of the Department of Linguistics at USP.
The Anti-Prejudice Keyboard is available for Android and it has versions in Portuguese, English and Spanish with specific vocabularies for those languages. All information and conversations entered are kept confidential, respecting the privacy of users. It can be downloaded from the Play Store.
FILM: https://youtu.be/hpCOfKNXWEI
DOWNLOAD FILM: https://we.tl/t-pjYSqg7eV9
read less...AGENCY:
DIGITAL INTEGRATION DIRECTOR: DENIS GUSTAVO ALVES
DIGITAL PROJECT MANAGER: PEDRO RAIS
DIGITAL PRODUCTION: SAVOIR TECNOLOGIA
BROADCAST PRODUCTION: CAMILA AQUINO
ACCOUNT TEAM: FABIO BRITO, BRUNA BALDIN, FERNANDA MENGE
PLANNING: TIAGO LARA, GUSTAVO ZILLES
CLIENT APPROVAL: GLOBO CONDÉ NAST DIVERSITY COMMITTEE
IMAGE :
PRODUCTION HOUSE: BARRY COMPANY MUSIC AND SOUND DESIGN
DIRECTOR: JUDITH BELFER
EXECUTIVE PRODUCER: KRYSSE MELLO/ JULIANA MARTELLOTTA
EDITOR: JUDITH BELFER E FERNANDA KRAJUSKA
POST PRODUCTION: BARRY COMPANY
COLOR GRADING: DOT / ELY SILVA, ABC
AUDIO:
PRODUCTION HOUSE : ANTFOOD
DIRECTOR: LOU SCHMIDT E FERNANDO ROJO
MUSICAL PRODUCTION: LOU SCHMIDT, FERNANDO ROJO, LUIS BERGMANN, PEDRO CURVELLO E VINICIUS NUNES
EXECUTIVE PRODUCER: CHRISTIANE RACHEL E RENATO CASTRO
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