Globo Conde Nast - "Anti-prejudice keyboard"

Leo Burnett Tailor Made

Leo Burnett Tailor Made São Paulo, Brazil

6204

Title	Anti-prejudice keyboard
Agency	Leo Burnett Tailor Made
Campaign	The Anti Prejudice Keyboard
Advertiser	Globo Conde Nast
Brand	Globo Conde Nast
Date of First Broadcast/Publication	2021 / 1
Business Sector	Media, Publishing & Production
Story	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 Condè 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”.
Media Type	Digital
Length	77 seconds
Creative Director	Vinicius Stanzione
Executive Creative Director	Pedro Utzeri
Chief Creative Officer	Marcelo Reis