Sheboard – Raised by words|短视频|广告营销案例【ADGuider广告指南】

Sheboard-由文字引发

案例简介：Sheboard 是一个虚拟键盘，用于增强女孩的信心。通过预测文本输入，它表明性别中性语言。它帮助每个人反思 -- 并可能改变 -- 我们与女孩交谈的方式。Sheboard 还提醒女孩他们拥有的能力，人们并不总是认为值得一提。我们手机上的交流数量不断增长。这就是为什么键盘是挖掘人们语言的理想场所。但是这个想法比这更大; 打字信息是每个人都可以理解的，仅仅听到键盘就能让人们思考在和女孩交谈或谈论女孩时如何选择自己的话。我们收集了儿童和竞选发言人的键盘文字: 女孩应该如何描述？基于这些单词和对性别偏见语言的研究，我们创建了一个超过 500 个单词的字典。通过从女性赋权的博客和出版物中创建算法，它得到了扩展。这个应用程序是在几个月内与三星一起创建的，并在 Google Play 中提供。我们在 Slush 推出了 Sheboard，这是世界领先的创业活动。在社交媒体上，我们用情感点宣传它，展示为什么需要它 -- 由一位崭露头角的女性人才指导。我们还利用发言人通过社交媒体和博客分享原因。所有这些，我们都非常关注公关。现在 Sheboard 正在被翻译成西班牙语和芬兰语。此外，还规划了一揽子教育计划; 志愿者将在 Sheboard 的帮助下，在学校举办关于性别中立的讲习班。

Sheboard-由文字引发

案例简介：Sheboard is a virtual keyboard for boosting girls’ confidence. With predictive text input, it suggests gender-neutral language. It helps everyone reflect on – and possibly change – the ways we talk to and about girls. Sheboard also reminds girls about the abilities they have that people don’t always think to mention.The amount of communication that happens on our mobiles keeps growing. That’s why the keyboard is an ideal place for tapping into people’s language. But the idea is bigger than that; typing messages is something everyone can relate to, and just hearing about the keyboard makes people think how they choose their words when talking with or about girls.We collected words for the keyboard from children and campaign spokespeople: how should girls be described? Based on these words and research regarding gender-biased language, we created a dictionary of more than 2 500 words. It was widened by creating algorithms from female-empowering blogs and publications. The app was then created together with Samsung – in a few months’ time – and made available in Google Play.We launched Sheboard in Slush, world’s leading startup event. On social media, we promoted it with emotional spots showing why it’s needed – directed by an up-and-coming female talent. We also used the spokespeople to share the cause via social media and blogs. All this, we did with a strong focus on PR.Now Sheboard is in the process of being translated e.g. to Spanish and Finnish. In addition, educational packages are planned; volunteers will keep workshops about gender-neutrality in schools,with help of Sheboard.