Condé Nast's keyboard app 'corrects' prejudiced words
Leo Burnett Tailor Made created the tool for the publisher's Brazilian arm
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A new keyboard developed for the Brazilian arm of Condé Nast aims to fight bias and prejudice, by "correcting" prejudiced words and replacing them with more appropriate synonyms.
Agency Leo Burnett Tailor Made developed the keyboard for Android phones for Globo Condé Nast, owner of the magazines Vogue, Glamor, GQ and Vogue Living. 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 keyboard works by suggesting alternative words when a word deeemed prejudiced or perjorative is typed: for example, it would change "Gyp”, which is perjorative to Romany people, to “cheat”. Downloadable via the Google Play store, it has versions in Portuguese, English and Spanish with specific vocabularies for those languages. The project has been under development for over a year by the production company Savoir, with linguist Tomas Finbow, Doctor of the Department of Linguistics at USP, providing advice.
The project is being promoted via a film, seen here, running on the digital channels of Vogue, GQ, Glamour and Vogue Living.
The project is reminiscent of a couple of other tools designed to correct unconscious bias, such as nonprofit Catalyst’s Slack plug-in that it created for International Women’s Day last year, and the Polite Type, a digital tool from TBWA/Helsinki that used typography to recognize and rewrite hate speech.
Credits
- Date
- Jan 21, 2021
- Client :
- Globo Conde Nast
- Agency :
- Leo Burnett Tailor Made
- CCO :
- Marcelo Reis
- Creative Executive Vice President :
- Pedro Prado
- Creative Executive Vice President :
- Wilson Mateos
- Executive Creative Director :
- Pedro Utzeri
- Creative Director :
- Vinicius Stanzione
- Creative Team :
- Alpho Ramsay
- Creative Team :
- Fernando Patucci
- Creative Team :
- Gabriel Marcondes
- Creative Team :
- Ligia Mendes
- Creative Team :
- Pedro Utzeri
- Digital Integration Director :
- Denis Gustavo Alves
- Digital Project Manager :
- Pedro Rais
- Digital Production :
- Savoir Technologia
- Motion Agency :
- Chrystian Danucalov
- Broadcast Production :
- Maria Fernanda Moura
- Broadcast Production :
- Camila Aquino
- Account Team :
- Fabio Brito
- Account Team :
- Bruna Baldin
- Account Team :
- Fernanda Menge
- Planning :
- Tiago Lara
- Planning :
- Gustavo Zilles
- Client Approval :
- Globo Conde Nast Diversity Committee
- Production House :
- Barry Company Music and Sound Design
- Director :
- Judith Belfer
- Executive Producer :
- Krysse Mello
- Executive Producer :
- Juliana Martellotta
- Editor :
- Judith Belfer E Fernanda Krajuska
- Post Production :
- Barry Company
- Color Grading :
- DOT / ELY SILVA
- Color Grading :
- ABC
- Production House :
- Antfood
- Director :
- Lou Schmidt E Fernando Rojo
- Musical Production :
- Lou Schmidt
- Musical Production :
- Fernando Rojo
- Musical Production :
- Luis Bergmann
- Musical Production :
- Pedro Curvello E Vinicius Nunes
- Executive Producer :
- Christiane Rachel E Renato Castro
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