The Blackfied platform is launched this Friday (21) to, from the use of technology, to combat the lack of black representativeness in Brazilian advertising campaigns. The launch marks the International Day for the elimination of racial discrimination.
The tool uses it to analyze images and texts, movies, itineraries and media plan, aiming to assist brands to create campaigns that give the right visibility to black people according to the region of the country where the campaign will be aired.
By crossing the data of each piece and the media plan with the demographic data of the Brazilian Institute of Geography and Statistics (IBGE) and other tools, the ideal percentage of black representation is determined, considering the conveying region. Blackfied generates personalized reports for brands, pointing out context problems, visibility rate and suggestions to adjust the percentage of black people in their campaigns.
“The lack of visibility of black people in the audiovisual area, especially in Brazilian advertising, is a historical problem that needs to be fought. With Blackfied, we offer the brands a powerful tool so that they can create campaigns more faithful to the reality of the country, which reflect the full power of the diversity of Brazil,” says Maurício Pestana, CEO of the communications breed, ecosystem of communication with solutions to combat the invisibility of black people.
The tool was designed by the Communications race in partnership with Lepub São Paulo. To publicize it, a digital strategy was created that includes film, content and influence, as well as Out-O-Home Geolocalized ads and media in front of the main advertising agencies and large companies in Brazil.
The tool will have frequent assignments and is in the Alpha phase, being tested by black people, aiming at the improvement of the algorithm, and will have released access to the brands in April.
See also: “We must demand affirmative actions of race and gender in all sectors”
*Posted by Pedro Jordão, editor of CNN in São Paulo
This content was originally published in IA is created to combat the invisibility of black people; Meet on the CNN Brazil website.
Source: CNN Brasil
Charles Grill is a tech-savvy writer with over 3 years of experience in the field. He writes on a variety of technology-related topics and has a strong focus on the latest advancements in the industry. He is connected with several online news websites and is currently contributing to a technology-focused platform.
