Campaign highlights the importance of fighting racial prejudice with the use of technology
Vivo continues its positioning as an anti-racist technology company in Black Consciousness Month. The project recognizes the grandeur contained in the joy of black people, including as a way of resisting racism throughout history. And it combines celebration with discussion about the racist biases found in algorithms and artificial intelligence tools.
“We believe that technology has an important role in building an anti-racist future. Therefore, with the Alegria Preta Project, in addition to promoting discussion about racial biases, we are also contributing, in fact, so that artificial intelligence algorithms become become more representative”, says Marina Daineze, brand and communications director at Vivo.
The campaign, created in partnership by Africa Creative, the Spark agency and the production company Corão da Selva, has as its flagship a film in which the protagonist is football player Vini Jr, ambassador for Vivo and recognized worldwide for his activism and his joy within and off the field. In the play, through the use of AI, images were generated that represent this scene for each of them, and each image will be shared on social networks.
