| Titel | Anti-prejudice keyboard |
| Agentur | Leo Burnett Tailor Made |
| Kampagne | The Anti Prejudice Keyboard |
| Werbende | Globo Conde Nast |
| Marke | Globo Conde Nast |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2021 / 1 |
| Geschäftsbereich | Medien, Verlagswesen & Produktion |
| 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”. |
| Medientyp | Interaktiv |
| Länge | |
| Creative Director | Vinicius Stanzione |
| Executive Creative Director | Pedro Utzeri |
| Chief Creative Officer | Marcelo Reis |
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