Desabafo Social Digital, Case study Desabafo Social by We Agency

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Desabafo Social

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Digital, Interactive & Mobile, Case study
Market Brazil
Agency We Agency
Art Director Cristiano Rodrigues, Douglas Reis
Copywriter Vitor Medrado, Murilo Israel
Released May 2017

Credits & Description

Agency : Agência WE
Client: NGO - Desabafo Social
Approved by: Monique Evelle
Creative VP: Guy Costa
Creative Direction: Guy Costa, Ana Castelo Branco, Ricardo Sarno, Luis Constantino
Copywriters: Vitor Medrado, Murilo Israel
Art Directors: Douglas Reis, Cristiano Rodrigues
Producers: Juliana Emeric, Lais Leleu
Production: Agência We
Motion Graphics: Amanda Campos, Ebson Clarindo
Audio: Cristiano Rodrigues
Synopsis:
NGO questions image search algorithm.
In a country where 54% of the population is black, unfortunately African descents’ space is still questioned. Many times, discrimination comes in a subliminal manner, as is the case with image searches.
After recognizing this problem, Agency WE got together with the NGO Desabafo Social and created the #BuscaPorIgualdade (#SearchForEquality) movement. They are questioning the need to include the word “black” in image searches in order to ensure that African descendants appear in the results.
To show how image search algorithms are flawed for image databases such as Getty Images, Shutterstock, DepositPhotos and iStock, films were created that show real searches in which African descendants only show up after the word “black” is included in search terms. The films were posted on social media and companies were asked why this happens.
Monique Evelle, founder of the NGO involved, had a meeting with Pedro Less, the Director of Public Policy and Governmental Relations for Google Latin America. He agreed with the campaign’s arguments. The issue was later circulated internally at Google so that the company could research how to change their algorithms to include blacks in search results, without the need for extra words to be added to search terms.
Shutterstock and Depositphotos also responded to the initiative: the former said that their content team is working to change their algorithm, and Depositphotos promised to do its best to correct its current system.
“The objective of this campaign is to involve people and influencers to spread this story organically so that we can create real change in the name of equality. Change in this case starts with altering search algorithms,” said Guy Costa, CCO of Agency We.