The Genderless Voice|微电影|广告营销案例【ADGuider广告指南】

无性别的声音

案例简介：背景 “哥本哈根骄傲致力于挑战性别二元，打击强烈、有害且往往非常有限的性别陈规定型观念，这些观念不承认非二元性别认同。我们，除了全世界的骄傲运动，相信性别是一个高度复杂的光谱，人们应该有自我认同的自由，并有机会看到自己在社会和日常生活中得到反映和认可-二元和非-二进制一样。我们没有简单介绍美德，而是他们带着一个与我们的核心和使命产生共鸣的强大想法来到我们身边。使用Q-没有预先分配性别的中性声音-我们的目标是吸引与AI合作的领先技术公司的注意力，以确保他们意识到性别二元规范性排除了许多人，并通过展示在开发人工智能设备时认识到存在两种以上的性别是多么容易来激励他们。这是关于给人们选择和选择。它是关于自由和包容的。" -托马斯 · 拉斯穆森，哥本哈根骄傲传播主管描述你所在地区的文化/社会/政治气候，以及在这种背景下你的竞选活动的重要性 “Q是一种性别中立的声音，用于语音辅助技术，部分是为了促进关于性别和技术的全球讨论。Q可以被视为人工智能和自然语言互动的包容性非二进制性别选项，嵌入到我们日常世界中与之互动的事物中，从GPS到电话和家庭助理，甚至机器人或电器。当人工智能的作用更加支持和帮助或帮助某人时，人们似乎更喜欢女性的声音，虽然他们把男性的声音与权威的语气或专业领域联系起来 -- 但是没有理由一个声音必须被性别化。" -Julie Carpenter，加州州立理工大学研究员. “我们永远不会接受人工智能助理有陈规定型的奴隶或种族名称-那么为什么科技公司强化性别陈规定型观念并巩固女性或男性所做的工作-同时也忽略了变性/性别流体社区？” -Anders s ö rman-Nilsson，作者和主旨发言人描述创意启动您选择的数字语音助手的选项，您可能会为您喜欢的性别找到两个选项: 男性或女性。问题是，二元选择并不能准确描述性别的复杂性。有些人不认同男性或女性，他们可能希望他们的语音助理反映这一身份。随着第三种性别选择在全球范围内得到认可，技术仍然停留在过去，只提供两种二元选择，这种感觉停滞不前。这就是为什么哥本哈根骄傲推出Q，世界上第一个语音人工智能的无性别声音。为我们不再被性别定义的未来而创造。描述策略该项目正面临一个充满问题的新数字世界。Siri、Cortana和Alexa都有女性的声音，这并不是偶然的，但是当设计师做出这样的选择时，他们有强化性别陈规定型观念和排斥那些超越二元性别规范的人的风险。有了Q，我们的想法是，我们不仅可以让技术更具包容性，还可以利用该技术激发关于社会问题的对话。当我们启动Q时，引发全球对话是战略的核心。我们没有直接去主要的科技公司要求他们实施Q，而是把权力交给了人们，并发起了Q作为公关驱动的活动，鼓励人们与谷歌分享Q，苹果、亚马逊和微软。为此，我们与两个目标群体合作; 全球LGBTQ社区和技术领域的主要意见领袖。描述执行在该机构的领导下，一个由语言学家、技术专家和声音设计师组成的团队开始录制二十几个被认为是变性人或非二进制人的声音。在测试了 4600 名参与者的几个不同版本后，结果是一个被大多数人认为是性别中立的声音。声音位于 145 到 175 赫兹之间，研究表明我们认为这个范围更中性。 The voice生活在www.genderlessvoice.com上，并得到了所有主要社交渠道的发布电影，全球公关宣传以及由Equal AI主办的SXSW发布活动的支持。在第一周，Q已经在全球各地的媒体如《连线》、《卫报》、英国广播公司、《今日日本》、《印度教徒》和《国家报》中走遍了超过 6.7 亿的眼球。描述结果/影响来自mentions.com和muckrack.com的报道从 2019 年 3 月 4 日到 20 19 年 3 月 28 日生成总覆盖范围: 6.7 BN 总份额: + 50.000 平均份额: 515 记者达成: 1,380,571 伸出手来实施Q: + 25 的公司 GenerAl press亮点: The Telegraph，NowThis，The Mirror，CNBC，The Guardian，Yahoo News，VICELAND，Bloomberg，Daily Mail，Evening Standard，ABC，BBC，NPR，El Pais，Financial Times，GQ，《潮流猎人》、《问询报》、《地铁》、《MSN》、《今日日本》和《印度教》。科技新闻亮点: 快速公司，有线，未来实验室，TechCrunch，Techrabyte，Geek.com和Techtimes 行业新闻要闻: AdAge，Adweek，Campaign Live，这很好，设计出租车和Mumbrella。 * Mentions.com和muckrack.com报告附后

无性别的声音

案例简介：Background “Copenhagen Pride works to challenge the gender binary and combat strong, harmful and often very limiting gender stereotypes that fail to recognize non-binary gender identities. We, alongside Pride movements all over the world, believe that gender is a highly complex spectrum and that people should have the freedom to self-identify and the opportunity to see themselves reflected and recognized both in society and in their everyday life - binary and non-binary alike. We didn’t brief Virtue, but instead, they came to us with a powerful idea that resonated with our core and mission. With Q - a neutral voice with no preassigned gender - we aim to get the attention of leading technological companies who work with AI to ensure they are aware that a gender binary normativity excludes many people and to inspire them by showing how easy it would be to recognize that more than two genders exist when developing artificial intelligence devices. This is about giving people choices and options. It is about freedom and inclusion.” - Thomas Rasmussen, Head of Communication, Pride Copenhagen Describe the cultural/social/political climate in your region and the significance of your campaign within this context “Q, a gender-neutral voice for use in voice assistive technologies, was developed in part to contribute to a global discussion about gender and technology. Q can be viewed as inclusive nonbinary gender option for AI and natural language interactivity that is embedded in things we interact with in our everyday world, from GPS to phone and home assistants or even robots or appliances. People seem to have a preference for female voices when the role of the AI is more supportive and to assist or help someone, while they associate male voices with an authoritative tone or an area of expertise - but there is no reason that a voice has to be gendered.” - Julie Carpenter, Research Fellow, California State Polytechnic University. “We would never accept that AI assistants had stereotypical slave or ethnic names - so why are tech companies reinforcing gender stereotypes and cementing what jobs females or males do - while also ignoring the transgender/gender fluid community?” - Anders Sörman-Nilsson, Author and Keynote Speaker Describe the creative idea Boot up the options for your digital voice assistant of choice and you’re likely to find two options for the gender you prefer interacting with: male or female. The problem is, that binary choice isn’t an accurate representation of the complexities of gender. Some people don’t identify as either male or female, and they may want their voice assistant to mirror that identity. As third gender options are being recognized across the globe, it feels stagnant that technology is still stuck in the past only providing two binary options. That’s why Copenhagen Pride is launching Q, the world’s first genderless voice for voice AI. Created for a future where we are no longer defined by gender. Describe the strategy The project is confronting a new digital universe fraught with problems. It’s no accident that Siri, Cortana, and Alexa all have female voices, but as designers make that choice, they run the risk of reinforcing gender stereotypes and excluding people who identify beyond binary gender norms. With Q, the thinking goes, we can not only make technology more inclusive but also use that technology to spark conversation on social issues. When we launched Q sparking a global conversation was at the core of the strategy. Instead of going straight to the major technology companies and asking them to implement Q, we gave the power to the people and launched Q as a PR driven campaign that encourages people to share Q with Google, Apple, Amazon, and Microsoft. To do so, we worked with two target groups; the global LGBTQ community and key opinion leaders in technology. Describe the execution Led by the agency, a team of linguists, technologists, and sound designers began by recording the voices of two dozen people who identify as transgender or nonbinary. After testing several different versions across 4600 participants, the result was a voice that was perceived genderneutral by the majority. The voice sits between 145 and 175 hertz, a range that research shows we perceive as more gender-neutral. The voice lives on www.genderlessvoice.com and was supported by a launch film on all major social channels, a global PR push, and a launch event at SXSW hosted by Equal AI. Within the first week, Q had traveled across the globe in media like Wired, The Guardian, BBC, Japan Today, The Hindu and El Pais reaching more than 6.7 BN eyeballs. Describe the results/impact Report from mentions.com and muckrack.com From March 4th 2019 to March 28th 2019 generated Total reach: 6.7 BN Total shares: +50.000 Average shares: 515 Journalist reached: 1,380,571 Companies who reached out to implement Q: +25 General press highlights: The Telegraph, NowThis, The Mirror, CNBC, The Guardian, Yahoo News, VICELAND, Bloomberg, Daily Mail, Evening Standard, ABC, BBC, NPR, El Pais, Financial Times, GQ, Trendhunter, The Inquirer, Metro, MSN, Japan Today and The Hindu. Tech press highlights: Fast Company, Wired, The Future Laboratory, TechCrunch, Techrabyte, Geek.com and Techtimes Industry press highlights: AdAge, Adweek, Campaign Live, It’s Nice That, Design Taxi and Mumbrella. *mentions.com and muckrack.com reports attached