Project Understood

Google AI / Canadian Down Syndrome / FCB / Toronto
CREARCHIVE Score
267.5
Google AI / Canadian Down SyndromeProject Understood2020
Case Film
BrandGoogle AI / Canadian Down Syndrome
AgencyFCB / Toronto
Award ShowThe One Show
CategoryExperiential & Immersive
Year2020
CountryUnknown
Description

About the Work With 8 billion voice assistants in use by 2023, the future is voice-first, but that future doesn’t include people with Down syndrome because they have atypical speech. Google’s voice assistant misunderstands 1 in 3 words they speak. For people with Down syndrome, voice technology offers more than everyday convenience – it means a profound difference in their daily quality of life as voice disabilities often comes with physical disabilities. Making access to voice technology an issue of life-changing independence. Google usually teaches us, but instead we empowered people with Down syndrome to teach Google. Introducing Project Understood, a campaign that recruited the Down syndrome community to donate their voices to train Google’s speech recognition model to understand them. The more data collected the smarter the model gets – potentially improving speech recognition technology and making the world more accessible for the 78 million people with all forms of atypical speech. Results: • 30+ countries and 735 Down syndrome organizations participated • 17,000 website visits • Over 600 people with Down syndrome added a million phrases to Google’s speech recognition algorithm • 775 million earned media impressions • Findings presented at the UN • Entering beta testing

Awards
  • • The One Show — Craft / Use of Sound — Gold Pencil
  • • The One Show — Direct Marketing — Gold Pencil
  • • The One Show — Innovation in Health & Wellness — Gold Pencil
  • • Clio Awards — Creative Use of Data / Creative Use of Data — Grand Clio
  • • Clio Awards — Digital/Mobile / Emerging Technology — Gold
  • • Clio Awards — Partnerships & Collaborations / Partnerships & Collaborations — Gold
Credits
AgencyFCB / Toronto
WriterMarty HoefkesShannon McCarrollJason Soy
DirectorScott Drucker
ProducerSarah MichenerKristine Lippett
FreelancerAmanda Cotton / Toronto
StrategistShelley BrownEryn LeMasurierShelagh HartfordAudrey Zink
Account TeamTracy LittleBlake ConnollyOlivia SelbieShandi HorovitchCori PettitTim Welsh
Art DirectorMichael MorelliElma Karabegovic
PhotographerCassidy Clemmer
Digital AgencyBliss Interactive / Toronto
Production CompanyFuelcontent / Toronto
Creative TechnologistJohn Sime
PR / Marketing AgencyGlossy / Toronto
Chief Creative OfficerNancy Crimi-LamannaJeffrey HiltsFred Levron
Director of PhotographyChet Tilokani
Post Production CompanyOutsider Editorial / Toronto Alter Ego / Toronto
Chief Technology OfficerKris Hoet
Music / Sound Production CompanyGrayson Matthews / Toronto
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