#BiasCorrect Plug-In for Slack|短视频|广告营销案例【ADGuider广告指南】

# 为松弛调整插件

案例简介：为了庆祝国际妇女节，全球领先的非营利组织 Catalyst 与伯恩斯集团合作发起了一场大胆的运动。该活动利用 Catalyst 对性别偏见的研究，创建了一个涵盖松弛、社交、户外和数字的综合技术游戏和多方面广告活动。该活动通过为 Slack 推出第一个 # BiasCorrect 插件来创造真正的变化，该插件在基于工作的聊天过程中标记了实时对话中的无意识偏见。该插件由基于任务的技术公司 Eskalera 构建，识别了 25 个单词，并用建议的、不带偏见的单词替换它们。例如，如果一个女人被描述为 “好斗”，应用程序会将这种情绪纠正为 “自信”。 “情感” 将被翻译为 “激情。女性领导人的其他众所周知的描述包括 “冷” 、 “计算” 、 “尖锐” 、 “专横” 和 “咄咄逼人” 等。除了技术之外，这场运动还包括来自不同行业的突出和引人注目的女性，包括希拉里·克林顿，以及用来描述她们的词语，还有一个相关的 # BiasCorrect 词。其他参与和参与的女性: Mita Mallick，多样性主管，联合利华 · 盖尔 · 金，执行副总裁，首席行政官，全国 Tawana Murphy Burnett，全球领导，Facebook Sallie Krawcheck, 首席执行官兼联合创始人，Ellevest Today，任何人都可以在 www.catalyst.org/biascorrect 上上传自己的照片,并创建具有相同覆盖的自己的图像，与标签 # BiasCorrect 在他们的社交渠道上共享。由美国伯恩斯集团为催化剂制作的数字广告，类别为: 公共利益、非政府组织。

# 为松弛调整插件

案例简介：In celebration of International Women's Day, leading global non-profit, Catalyst, launched a bold campaign in partnership with Burns Group. The campaign leverages Catalyst’s research on gender bias to create an integrated technology play and multi-faceted ad campaign spanning Slack, social, OOH and digital. The campaign creates real change through the launch of the first #BiasCorrect Plug-In for Slack, which tags unconscious bias in real-time conversations during the work-based chat. The plug-in, built by mission-based technology company, Eskalera, identifies 25 words, and replaces them with suggested, unbiased words. For instance, if a woman is described as “aggressive” the app corrects the sentiment to “assertive.” “Emotional” will be translated to “passionate.” Additional and well-known descriptors for female leaders include “cold,” “calculated,” “shrill,” “bossy,” and “pushy,” among others. Beyond the technology, the campaign features prominent and high-profile women including Hillary Clinton, from diverse industries and the words that have been used to describe them, with an associated #BiasCorrect word. Other women who participated and were involved: Mita Mallick, Head of Diversity, Unilever Gale King, Executive Vice President, Chief Administrative Officer, Nationwide Tawana Murphy Burnett, Global Lead, Facebook Sallie Krawcheck, CEO and Co-Founder, Ellevest Today, anyone will be able to upload their own photos on www.catalyst.org/biascorrect, and create images of themselves with the same overlay to be shared with the hashtag, #BiasCorrect across their social channels. Digital advertisement created by Burns Group, United States for Catalyst, within the category: Public Interest, NGO.