Nearest office

Chicago

All offices

Offices

Selected office



,


Your nearest office

Chicago

United States

Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
United States

http://www.leoburnett.us/chicago/

Kappie Kopp

VP Reputation and Communications

Kappie.Kopp@mslgroup.com

Katie Newman

Chief Marketing Officer

katie.newman@leoburnett.com

Nearby Leo Burnett offices

  • Chicago

    United States

  • Detroit

    United States

  • Toronto

    Canada

  • Montreal

    Canada

  • Santa Fe, Mexico City

    Mexico

  • Guatemala City

    Guatemala

  • Tegucigalpa

    Honduras

  • Santo Domingo

    Dominican Republic

  • San Salvador

    El Salvador

  • Guaynabo

    Puerto Rico

  • Managua

    Nicaragua

  • San Jose

    Costa Rica

São Paulo

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.

CREDITS

Title: Anti Prejudice Keyboard
Agency: Leo Burnett Neo Comunicação Ltda
Client: Globo Condé Nast

AGENCY:
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

IMAGE:
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

AUDIO:
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

March 22, 2021