Leo Burnett Tailor Made and Globo Condé Nast Design Keyboard Revising Prejudiced Words
The Anti-Prejudice Keyboard identifies hundreds of biased or offensive expressions, suggesting a more inclusive synonym in its place.
Every language carries its own history, its own expressions and unique idioms. And within each language, prejudiced terms exist. They’re used every day, often without people realizing it; terms that have become so engrained, it can be easy to overlook their biased and offensive origins.
To educate people about the words they’re using and to promote more inclusive speech, Leo Burnett Tailor Made created the Anti-Prejudice Keyboard. Launched in partnership with publishing house Globo Condé Nast—owner of publications including Vogue, Glamour, GQ—the Anti-Prejudice Keyboard identifies hundreds of prejudiced terms and offers more appropriate synonyms each time one is typed. For example, when a user types the word “uppity,’ a pejorative term, the Anti-Prejudice Keyboard will suggest a more appropriate synonym, “arrogant.”
To share the mission of the tool, Globo Condé Nast and Leo Burnett Tailor Made crafted “Words Matter,” a short film taking a look at commonly used phrases and their offensive origins. The campaign was released across the digital channels of Vogue, GQ, Glamour and Vogue Living, helping viewers understand the power of words and the very real impacts of prejorative terms in our society.
The initiative, led by the Globo Condé Nast Diversity Committee, is part of the publisher’s efforts to promote respect and diversity. The project has been in development for more than a year with production company Savoir under the advice of linguist Tomas Finbox, Doctor of the Department of Linguistics at USP; currently, the Anti-Prejudice Keyboard is now available for download on Androids in the Play Store.
With versions in Portuguese, English and Spanish, the keyboard ultimately aids in the fight toward a more inclusionary society by taking a closer look at the words we use every day.
Title: Anti Prejudice Keyboard
Agency: Leo Burnett Neo Comunicação Ltda
Client: Globo Condé Nast
CCO: Marcelo Reis
Creative Executive Vice President: Pedro Prado, Wilson Mateos
Executive Creative Director: Pedro Utzeri
Creative Director: Vinicius Stanzione
Creative Team: Alpho Ramsay, Fernando Patucci, Gabriel Marcondes, Ligia Mendes, Pedro Utzeri. Digital Integration Director: Denis Gustavo Alves
Digital Project Manager: Pedro Rais
Digital Production: Savoir Tecnologia
Motion Agency: Chrystian Danucalov
Broadcast Production: Maria Fernanda Moura, Camila Aquino
Account Team: Fabio Brito, Bruna Baldin, Fernanda Menge
Planning: Tiago Lara, Gustavo Zilles
Client Approval: Globo Condé Nast Diversity Committee
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
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