Plan International
x Samsung

Role: PR + Social Media Manager

Agency: The Honey Partnership

 

Children start to internalise gender stereotypes by the age of 4 and Plan International wanted to come up with a way to tackle this problem. So in collaboration with Samsung they agreed to create a predictive text keyboard that people could install on their phones that would change words and sentences from 'typically gender-bias' to 'neutralised' and 'un-bias'.

 

It was time that 'my little Princess' became 'my little adventurer' - so Sheboard was born. 

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Through a digital and social media content package I outreached to various influencers and media to cover the important project. The coverage reached all corners of the earth and the app was downloaded over 1 million times. 

 

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Sheboard is a virtual keyboard for boosting girls’ confidence. With predictive text input, it suggests gender-neutral language. It helps everyone reflect on – and possibly change – the ways we talk to and about girls.

 

Sheboard reminds girls about the abilities they have that people don’t always think to mention. The amount of communication that happens on our mobiles keeps growing. That’s why the keyboard is an ideal place for tapping into people’s language. But the idea is bigger than that; typing messages is something everyone can relate to, and just hearing about the keyboard makes people think how they choose their words when talking with or about girls.

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This campaign went on to win multiple agency awards including a Golden Drum, Eurobest award for change and PR Cannes Lions.

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Coverage

Business Insider "This Android keyboard is designed to boost girls’ self-confidence — here’s how it works"

The Standard "Sheboard: the new keyboard challenging gendered language"

CBC "19-year-old helps create app that tells you how to text about girls and women"

Forbes "7 Lessons From Cannes Lions 2018 On How Brands Stand Out With Purpose"

Campaign "World's Leading Independent Agencies: dreaming around data"

The Drum "Ad of the Day: Plan International's 'Sheboard' app challenges the words used to describe girls"

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