ADVERTISING

Description

To ensure that artificial intelligence recognizes and respects the gender with which transgender individuals identify, Publicis Brazil agency, in collaboration with the NGO Casarão, are launching the "I Exist" project, an API designed to train the algorithms of facial recognition systems.

The current landscape is marked by biases and distortions in these tools. Whether due to the lack of gender diversity in the data feeding AI recognition systems or the absence of transgender individuals in the development of these technologies, error rates are higher in detecting these individuals. This can limit access to applications, places, and might even demand security checks in public spaces, resulting in embarrassing procedures at airports, police stations and other everyday locations.

"The 'I Exist' API is necessary so that transgender individuals do not have to undergo these situations and so that they can be seen, included, and respected in a future where technology and AI will increasingly be part of our lives. We cannot deny transgender individuals access to tomorrow," says Rogério de Oliveira, president of the NGO Casarão.

The API is in the development phase using a database fed by the community itself. On the project's platform, transgender individuals can submit photos of their faces, contributing to this repository that "educates" any artificial intelligences, aiding in the correct gender identification. The more people participate in the project, the more accurate the API becomes.

"For the construction of this more diverse database, we need the collaboration of transgender individuals so that 'I Exist' can truly be a tool for social transformation," assures Manuela França, leader of the ´
Égalitrans group.

To invite transgender individuals to be part of this change, the initiative enlisted the participation of various transgender personalities such as the singing duo Vita Pereira and Isma Almeida, the “Irmãs de Pau”, and the cultural producer and prominent figure in the ballroom scene, Aru Macedo. The development of the initiative also received contributions from Digital Favela and BR Media.

Co-leader at Égalitrans, Yonara Oliveira emphasizes that the project is only the first step in a much deeper transformation: "This is just the beginning of a very important conversation: do we want a system that excludes, segregates, and discriminates against people? Through our faces, we can help build a more inclusive technology – and society."

According to Jairo Anderson, agency’s Creative Director, projects like this can shed light on a discussion that has been overlooked: "How often do we, cisgender individuals, stop to think about the consequences of the widespread use of facial recognition with gender identification? This is a discussion that needs to happen, especially at a time of rising use of these technologies."

"I Exist" is an open API and will soon be available to programmers, companies, or startups wishing to develop a more inclusive facial analysis technology that validates the existence of transgender individuals.

Learn more at: https://projetoeuexisto.com.br/

This professional campaign titled 'I Exist' was published in Brazil in April, 2024. It was created for the brand: Casarão Brasil NGO, by ad agency: Publicis Brazil. This Integrated medium campaign is related to the Public Interest industry and contains 7 media assets. It was submitted about 1 month ago.

Credits

Agency: Publicis Brazil
Client: Casarão Brasil NGO
CEO: Eduardo Lorenzi
CCO: Mauro Ramalho
COO: Gabriela Borges
CSO: Juliana Elia
Executive Creative Director: Fabio Astolpho
Creative Director: Jairo Anderson, Arturo Marenda
Design Director: Peu Coelho
Associate Creative Director: Caio Tezoto, Bruno Donadio
Creation: Manuela França, Rafael Barbosa, Rafael Figueiredo (PDQ), Yonara
Oliveira
Community Manager: Chico Boreli, Bruna Pasquini
Head of Projects & Operations: Maria Fernanda Laudisio
Project Leader: Nadia Mathias
Project Manager: Matheus Reis
Project Assistant: Yalungà Leite
PR: Leonardo Araujo and Rejane Romano
Production Head: Valeria Andrighetti
Broadcast Manager: Leo Alves
Broadcast Producer: Elucieli Nascimento, Raphael Macedo
Media Vice President: Mauricio Almeida
Media Director: Ester Ribeiro
Media Manager: Raquel Noura
Head of Data: Thiago Cassemiro
Client: Rogério de Oliveira, Patricia Castro

Digital Production: Wise
Content & Influence: Digital Favela, BR Media
Photo/Video Production: Ricardo Barcellos, Vitor Garcia
Audio Production: Pingado Áudio
PR Company: And,All

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