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

Unbias按钮

案例简介：背景长期的研究表明，我们使用的词语直接影响我们的思维方式。无论我们是否注意到，我们的语言都注入了无数性别偏见的单词。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可能会影响女性 “不太可能申请带有男性后缀的工作”。摄影师，邮递员，消防员和推销员这两个术语对我们作为一个社会认为适合男人和女人的角色产生了偏见。比利时的独立翻译组织ELaN Languages希望展示我们使用的单词的影响以及这些单词如何无意识地塑造我们的偏见。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进行翻译。描述您所在地区的文化/社会/政治/环境气候以及在此背景下您的竞选活动的重要性在这个时代，平等机会和激励妇女参与每个行业是全世界当前的辩论。尽管有许多举措可以实现这些目标，但没有人挑战过我们在日常事务中使用的词语。为什么我们使用 “人类” 而不是 “人类”？为什么这么多职业被描述为男人？它使您思考: 您的女儿宁愿成为消防员还是消防员？研究表明，性别偏见对语言的影响会影响女性 “不太可能申请男性后缀的工作” (哈里斯，比恩库韦，泰勒姆，2018)。摄影师，邮递员，消防员和推销员这两个术语对我们作为一个社会认为适合男人和女人的角色产生了偏见。如果我们不改变我们的语言，我们将永远不会修复这些性别刻板印象。描述创意 (投票30%) ELaN Languages希望通过使用新功能 “unbias button” 更新其在线翻译工具来解决我们的无意识偏见。此插件提供有偏见的单词的无偏见翻译。通过将偏见词 (例如职称) 翻译成性别中立的词，使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，助产士成为助产士。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获得了无偏见的英语翻译。为了激发整个翻译业务的变化，ELaN向该行业的巨头 (例如Google Translate，iTranslate和Yandex Translate) 提供了这个广泛的性别中性单词数据库。描述策略 (投票20%) ELaN语言知道，强大的洞察力不仅仅是传统的营销解决方案。因此，它不是从他们自己的产品开始，而是从他们自己的产品开始。它想通过设计激发一种新的思维方式，使语言周围的偏见自然出现，并提供一种简单的解决方案来解决它。让人们更容易用他们的语言做出更好的无偏见的决定。作为挑战者品牌，ELaN希望将问题推向自己的产品之外。通过电影提高认识，并公开邀请其主要竞争对手实施与替代品相同的无偏见的词语。这就是为什么他们选择向所有翻译工具和服务提供不分性别的替代词数据库。描述执行 (投票20%) 创建 “无偏见按钮” 似乎很简单，但需要一个由专业语言学家，翻译人员和多语种程序员组成的专家团队。首先，ELaN语言必须手工编制大量有偏见的单词列表，以创建翻译工具的数据库。然后，他们的翻译人员必须将此数据库与大量无偏见的替代方案进行匹配。然后，该工具被设计为在ELaN的程序员的翻译中突出显示有偏见的单词，并且可以为单击时每个突出显示的单词提供几种无偏见的选择。通过使用 “无偏见的按钮”，可以过滤整个翻译的文本，以将有偏见的单词更改为无偏见的单词。制作了一部电影，突出了这些长期存在的偏见，以及为子孙后代摆脱公正的话语的重要性。ELaN Languages邀请了其他翻译巨头，例如Google翻译。描述结果/影响 (投票30%) 在翻译人员的细致工作的帮助下，ELaN语言手动识别了英语词汇中的数千个有偏见的单词。所有这些单词都被分配了一个或多个替代品，从而产生了更多的无偏见的替代品。这些单词不仅集成在自己的翻译工具中，而且还公开供业界使用。 ELaN Languag并没有引起人们的注意的竞争对手和国际媒体。这部电影的集会号召开始使用更多不偏不倚的词语，在国际妇女节上映，并立即被Adweek，The Stable，AdAge，the Chinese 163和LSN Global等主要发行商收录。在性别平等讨论中，这使言语的力量在谈判桌上享有同等利益。并将导致世界各地越来越多的人对他们使用的单词做出有意识的决定。

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.