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”.
This professional campaign titled 'The Anti Prejudice Keyboard' was published in United States in January, 2021. It was created for the brand: Globo Conde Nast, by ad agency: Leo Burnett. This Integrated medium campaign is related to the Media and Public Interest, NGO industries and contains 1 media asset. It was submitted over 2 years ago.
Advertising Agency: Leo Burnett Tailor Made, USA