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Creative

I Touch Myself Project and Wunderman Thompson Highlight Gender Bias in Tech

Australian voice of Siri Karen Jacobsen stars in new campaign produced by Collider

I Touch Myself Project and Wunderman Thompson Highlight Gender Bias in Tech

Today, 85% of women seek health advice online. Yet ‘how do I check my breasts?’ is just one of the life-saving questions that one of the most recognisable voice assistants currently can’t answer. Though when it comes to the male body, it can tell you how to check your testicles for signs of cancer and even respond to slang terms for the male anatomy.

The gender bias ingrained in technology platforms inspired the I Touch Myself Project to take action. For International Women’s Day, the project launched a powerful campaign with Wunderman Thompson Australia and the help of one of the world’s most recognisable female voices – Karen Jacobsen, whose voice can be heard on over a billion devices.

The campaign video, created in partnership with Wunderman Thompson and Collider, begins with Jacobsen’s ubiquitous voice encouraging women to ‘touch themselves’, then explains in detail the step-by-step process. For the awareness message to be shared widely, the team behind the campaign skirted around nudity censorship guidelines on social media by creating a digital body for the voice assistant. 

Angela Morris, national chief strategy officer, Wunderman Thompson Australia says: “As our reliance on voice tech increases, so does the responsibility of the companies behind them to design them without gender bias. This campaign shines a light on that. For real, sustainable change we need to see a commitment to eliminate all forms of bias when developing products.”

The campaign lives across social and digital platforms, as well as a microsite featuring breast health information. Wunderman Thompson has also built a Breast Check Skill for Alexa, that once approved, will enable Amazon devices to respond to the question “How do I check my breasts?” and other words women use to talk about their breasts, helping to close the information gap even further.

Featured Companies: Collider

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Category: Beauty & Health , Health care

Genre: Dialogue