Condé Nast's keyboard app 'corrects' prejudiced words

Leo Burnett Tailor Made created the tool for the publisher's Brazilian arm

Published On
Jan 21, 2021

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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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