Each language has its history. Every language carries prejudiced words and expressions daily, helping to spread prejudice, often without realizing it. For example, the Portuguese language has more than 300 racist, homophobic, xenophobic and sexist words and expressions that, unfortunately, are still widespread.

To show that in the fight against prejudice words also matter, the advertising agency Leo Burnett Tailor Made created, in partnership with publishing house Globo Conde Nast, owner of the magazine’s Vogue, Glamor, GQ and Vogue Living, the Anti Prejudice Keyboard. A keyboard for the Android system identifies hundreds of prejudiced words used daily and suggests more appropriate synonyms whenever typed one of those words.

For example, every time someone writes “Gyp”, which has a discriminatory nature related to Romani people, the keyboard will suggest the synonym “cheat”. When the typed word is “uppity”, a pejorative term, the keyboard will suggest “arrogant”. As well as changing “wife beater” to “sleeveless t-shirt”.

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Credits
Advertising Agency: Leo Burnett Tailor Made, USA

Production House: Barry Company Music And Sound Design
Director: Judith Belfer
Executive Producer: Krysse Mello/ Juliana Martellotta
Editor: Judith Belfer E Fernanda Krajuska

Sound And Music
Production House: Antfood
Director: Lou Schmidt E Fernando Rojo
Musical Production: Lou Schmidt, Fernando Rojo, Luis Bergmann, Pedro Curvello E Vinicius Nunes
Executive Producer: Christiane Rachel E Renato Castro