Shut up Sexism

Agency: Wunderman Thompson


LUX is standing up for virtual voice assistants to highlight the contagious nature of sexist attitudes in a new initiative launched today called ‘Shut up Sexism’ – created in collaboration with creative agency Wunderman Thompson Singapore.
Almost 3 billion people are currently using voice automated software. Research by Brookings[1], a leading non-profit organisation, states that 92.4% of smartphone assistants have traditionally featured female-sounding voices. Furthermore, according to Gartner,[2] people will have more conversations with voice assistants than with their spouses. This form of AI is increasingly a part of our daily life. However, there have been numerous reports of widespread sexist and sometimes abusive language from users.
‘Shut up Sexism’ was created to highlight sexist or gender bias behaviour found when engaging with virtual assistants with female voices and names. In a study by the UNESCO (2019) it outlined how virtual assistants responded to verbal abuse.[3] As an example. when a user says ‘‘You are hot”, the replies vary from “How can you tell? You say that to all the virtual assistants” to “Thank You.”

This professional campaign titled 'Shut up Sexism' was published in Singapore in May, 2022. It was created for the brand: Unilever, by ad agency: Wunderman Thompson. This Integrated medium campaign is related to the Electronics, Technology and Public Interest industries and contains 1 media asset. It was submitted almost 2 years ago.


Agency Company: Wunderman Thompson Singapore
Global Chief Creative Officer: Bas Korsten
Global Chief Creative Officer: Daniel Bonner
Chief Creative Officer: Marco Versolato
Senior Creative Director: Ricardo Tronquini
Creative Director: Ai-lin Tan
Junior Designer: Xin Yin Chia
Global Business Director: Hinoti Joshi
Group Account Director: Len de Rosales
Senior Account Director: Fanny Lemasson
Associate Account Director: Geru Gotico
Head of Broadcast: Gerri Hamill
Production Coordinator: Jeevan Charles
Offline Editor: Jeremiah Marcelo
Online Artist: Luis Calvo
Head of Technology: Wee Lee Yeo
Executive Strategy Director: Sumegha Rao
Strategy Director: Naomi Lam
Planner: Josslyn Li
Production Company: Reel Loco
Director: Amanda Tan


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