The Unbias Button|微电影|广告营销案例【ADGuider广告指南】

Unbias按钮

案例简介：背景一长串研究表明，我们使用的词语直接影响我们的思维方式。不管我们是否注意到，我们的语言充满了无数的性别偏见的词语。研究表明，'语言似乎在形成人们对性别和职业的态度中起着特别重要的作用' (Harris，Biencowe，Telem，2018)。性别偏见对语言的影响会影响女性 “不太可能申请男性至上的工作”。摄影师、邮递员、消防员和推销员这些术语对我们作为一个社会认为适合男性和女性的角色产生了偏见。比利时的独立翻译机构ELaN Languages想展示我们使用的词语的影响，以及这些词语是如何无意识地塑造我们的偏见的。尤其是因为他们每天都会遇到这些单词，或者直接为客户翻译，或者通过他们的在线翻译工具。描述您所在地区的文化/社会/政治/环境气候，以及您在此背景下的竞选活动的重要性这是一个机会平等和鼓励妇女参与每个行业的时代，这是全世界当前的辩论。尽管有许多实现这些目标的举措，但从来没有人质疑过我们在日常生活中使用的词语。为什么我们用 “人类” 而不是 “人类”？为什么这么多职业被描述为男性？这让你想: 你女儿宁愿当消防员还是消防员？研究表明，性别偏见对语言的影响可以影响女性 “不太可能申请男性后缀的工作” (Harris，Biencowe，Telem，2018)。摄影师、邮递员、消防员和推销员这些术语对我们作为一个社会认为适合男性和女性的角色产生了偏见。如果我们不改变我们的语言，我们永远不会修复这些性别陈规定型观念。描述创意 (30% 的选票) 伊兰语言公司希望通过更新他们的在线翻译工具来解决我们无意识的偏见，该工具有一个新功能: “无偏见按钮”。这个插件提供有偏见的单词的无偏见的翻译。通过将偏见词 (如职称) 翻译成性别中立的词，让我们意识到自己的无意识偏见。消防员成为消防员，邮递员成为邮递员。反之亦然，助产士成为出生助理。因此，当应用 “无偏见按钮” 时，ElaN语言数据库中的数千个有偏见的单词被公正地翻译成英语。为了激发整个翻译业务的变革，ELaN为该行业的巨头提供了这个广泛的性别中立词数据库，如Google Translate，iTranslate和Yandex Translate。描述策略 (20% 的选票) ELaN Languages知道，像他们这样强大的洞察力需要的不仅仅是传统的营销解决方案。因此，它不是开始一场运动，而是从他们自己的产品开始。它想通过设计激发一种新的心态，让围绕语言的偏见自然出现，并提供一个简单的解决方案。让人们很容易用他们的语言做出更公正的决定。作为挑战者品牌，ELaN希望将这个问题超越自己的产品。通过电影提高认识，并公开邀请他们的主要竞争对手实施与替代方案相同的无偏见的词语。这就是为什么他们选择为所有翻译工具和服务提供各种单词的性别中立替代数据库。描述执行情况 (20% 的选票) 创建 “无偏见按钮” 看起来简单得令人迷惑，但需要一个由专业语言学家、翻译和多语言程序员组成的专家团队。首先，ELaN Languages必须手工编制一个广泛的有偏见的单词列表，以便为翻译工具创建一个数据库。然后他们的翻译必须将这个数据库与广泛选择的无偏见的替代方案相匹配。该工具随后被设计成突出显示ELaN程序员翻译中的有偏见的单词，并且可以为点击时每个突出显示的单词提供几个无偏见的替代方案。通过使用 “无偏见按钮”，可以过滤整个翻译文本，将有偏见的词改为无偏见的词。一部电影被创作出来，强调了这些持续了这么长时间的偏见，以及为子孙后代摆脱无偏见话语的重要性。伊兰语言邀请了其他翻译巨头，如谷歌翻译。描述结果/影响 (30% 的选票) 借助译者的细致劳动，伊兰语言手动识别了英语词汇中的数千个有偏见的单词。所有这些词都被分配了一个或几个替代词，导致了更多更公正的替代词。这些词不仅被整合到他们自己的翻译工具中，还被公开供业界使用。这种努力并没有被ELaN Languag忽视Es的竞争对手和国际媒体。这部呼吁开始使用更公正词语的电影在国际妇女节上映，并立即被主要出版商如《广告周刊》、《稳定格言》、《中国163》等接受。com和LSN全局。在性别平等讨论中，这给了文字的力量同等的利益。并将导致世界各地越来越多的人对他们使用的词语做出有意识的决定。

Unbias按钮

案例简介：Background A long line of research shows that the words we use directly affect the way we think. Whether we notice it or not, our language is infused with countless gender-biased words. Study shows that ‘language appears to play a particularly important role in forming people’s attitudes toward gender and occupation’ (Harris, Biencowe, Telem, 2018). The effects that gender bias has on language can influence women to be ‘less likely to apply for jobs with masculine suffixes’. The terms cameraman, mailman, fireman and salesman create a biased view on what we, as a society, think are appropriate roles for men and women. ELaN Languages, an independent translation organisation in Belgium, wanted to show the impact of the words we use and how those words unconsciously shape our biases. Especially because they encounter those words every day, either by translating for clients directly or through their online translation tool. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context This is a time where equal opportunities and stimulating participation of women in every industry is a current debate the world over. And although there are many initiatives to achieve those goals, nobody has ever challenged the words we use for everyday things. Why do we use ‘mankind’ instead of ‘humankind’? And why are so many professions described as men? It makes you think: would your daughter rather be a fireman or a firefighter? Study shows that the effects of gender bias on language can influence women to be ‘less likely to apply for jobs with masculine suffixes’ (Harris, Biencowe, Telem, 2018). The terms cameraman, mailman, fireman and salesman create a biased view on what we, as a society, think are appropriate roles for men and women. If we don’t change our language, we will never fix these gender stereotypes. Describe the creative idea (30% of vote) ELaN Languages wanted to tackle our unconscious bias by updating their online translation tool with a new feature: ‘the unbias button’. This plug-in offers unbiased translations of biased words. Making us aware of our unconscious bias by translating bias words, such as job titles, into gender-neutral words. Fireman becomes firefighter, mailman becomes mail carrier. And the reverse is also true, with midwife becoming birth assistant. And thus, thousands of biased words in ElaN Languages’ database received an unbiased translation into English when the ‘the unbias button’ was applied. To inspire change throughout the translation business, ELaN made this extensive database of gender-neutral words available to the giants of this industry, such as Google Translate, iTranslate and Yandex Translate. Describe the strategy (20% of vote) ELaN Languages knew that a powerful insight as theirs needed more than a traditional marketing solution. So rather than starting a campaign, it started with their own product. It wanted to provoke a new mindset by design to have the biases around language appear naturally and providing a simple solution to solve it. Making it easy for people to make better unbiased decisions in their language. As a challenger brand, ELaN wanted to press the issue beyond their own product. Raising awareness through film and openly invite their main competitors to implement the same unbiased words as alternatives. That is why they chose to make their database of gender-neutral alternatives to a wide variety of words available to all translation tools and services. Describe the execution (20% of vote) Creating ‘the unbias button’ seemed deceivingly simple, but required a team of experts consisting of professional linguists, translators and polyglot programmers. First ELaN Languages had to compile an extensive list of biased words by hand to create a database for the translation tool. Then their translators had to match this database with a broad selection of unbiased alternatives. The tool was then designed to highlight biased words in translations by ELaN’s programmers and could provide several unbiased alternatives for every highlighted word on click. And by using ‘the unbiased button’ the entire translated text could be filtered to change biased words to unbiased ones. A film was created, highlighting these biases that had lingered for so long and the importance of getting rid of unbiased words for future generations. ELaN Languages invited other translation giants like Google Translate. Describe the results/impact (30% of vote) With the help of the meticulous labour of their translators, ELaN Languages manually identified thousands of biased words in the English vocabulary. All these words were assigned one or several substitutes resulting in over even more unbiased alternatives. These words weren’t just integrated in their own translation tool, but also made public for the industry to use. This effort didn’t go unnoticed with ELaN Languages’ competitors and international press. The film with the rallying call to start using more unbiased words was launched on International Women’s day and got picked up immediately by major publishers like Adweek, The Stable, AdAge, the Chinese 163.com and LSN Global. This gave the power of words an equal stake at the table when it comes to the gender equality discussion. And will result in more and more people around the world making conscious decisions about the words they use.