#HeyUpdateMyVoice
Artifical Intelligence. Real harassment.
UNESCO · PR & SOCIAL · SUNSET DDB
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We created a movement to help virtual assistants fight back against harassment, mirroring the violence real women face every day.
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CASE STUDY
LAUNCH FILM
FIRST, WE LISTENED TO THE SCIENTIFIC COMMUNITY.
THEN, WE MADE OUR VOICES HEARD.
On February 11, the International Day of Women and Girls in Science, we published an open letter.
THE MOVEMENT HIT THE STREETS.
With Optima, 40 poster designs took over nearly 1,000 billboards across 320 locations for two weeks.
HEY ALEXA, FIGHT BACK.
We built a voice bank to give virtual assistants new responses to harassment.
EVERY RESPONSE WAS SENT DIRECTLY TO COMPANY LEADERS.
THE CALL FOR A VOICE UPDATE GREW LOUDER.
APPLE ANNOUNCED A “MASSIVE” UPDATE.
BUT UNESCO’S RECOGNITION MEANT EVEN MORE.
“The "Hey Update My Voice" movement indicates the need for data harvesting. Thus, it comes with the proposal to integrate a network of specialists. public policy makers, and companies operating in Brazil that can contribute to strengthening governance, norms and principles, especially regarding the active way of engaging society in Artificial Intelligence governance processes.” - UNECO's global publication Gender Wire Ed.19.
BEHIND THE SCENES
💪 CREDITS
aGENCY: Sunset ddb • Client: UNESCO • Co-chair : Guilherme Jahara and Pipo Calazans • CCO: Guilherme Jahara • CREATIVE DIRECTOR: Marcio Juniot • Social Media DIRECTOR: Inaiara Florêncio • art direction: Guto Chicanelli • copywriter: Rodrigo Passos • social media: Carolina Garrido, Caroline Lima, Dandara Lima, Mariana Passos and Fernanda Conceição • Production: Rodrigo Luchini and Angelo Pende • PR: Daniela Barile, Juliano Nóbrega, Caroline Devidé and Caroline Furlan • Media: Fabiana Baraldi, Denise Norões and Rafael Fogaça • account manager: Shirley Lacerda and Carol Franco • graphic producers: Carla Lustosa and Adriano Perotti • Editors (in-house): Caio Martins, Marcelo Mayer and Fernando Vieira • Motion designers (in-house): Alex Bicudo, Diego Fernandes, Luca Santiago, Gustavo Tadini and Eduardo Ferreira • Project manager: Marco Aurelio Carminatti and Karla Souza • website producer: Fillet • Institutional Relations and Sustainability Director: Raphael Vandystadt.
CLIENT APPROVAL: Marlova Jovchelovitch Noleto, Maria Rebeca Otero Gomes, Fábio Soares Eon, Adauto Cândido Soares, Beatriz Maria Godinho Barros Coelho, Karla Fernandes Skeff, Elise Reiche Pereira and Pedro Barreto.
FILM
production company: Sentimental • Direction: Paula Buarque • executive production: Marcos Araujo • Operational Director: Renata Pimenta • account manager: Mariana Lacoleta • production Head: Renata Picheco • production coordenation: Cynthia Gama • Director of Photography: Andre Maida Faccioli • art direction: Alessandra Mossumez Maestro • Pos-production: Sentimental • FILM EDITOR: Tiago Berbare • Color: Dot Cine • Audio PRODUCTION: Ritmika Audio Arts • audio producer and Maestro: Henrique Tanji.