LUX: Shut Up Sexism

9.7

Media Type:

Film Film

Brand

brand

Agency

agency

Country:

Singapore

Industry:

Health, Beauty

LUX is standing up for virtual voice assistants to highlight the contagious nature of sexist attitudes in a new initiative launched today called ‘Shut up Sexism’ – created in collaboration with creative agency Wunderman Thompson Singapore. Almost 3 billion people are currently using voice automated software. Research by Brookings[1], a leading non-profit organization, states that 92.4% of smartphone assistants have traditionally featured female-sounding voices. Furthermore, according to Gartner,[2] people will have more conversations with voice assistants than with their spouses. This form of AI is increasingly a part of our daily life. However, there have been numerous reports of widespread sexist and sometimes abusive language from users.

Credits

Advertising Agency:

Wunderman Thompson, Singapore

Date:

May, 2022