SHANGHAI, CHINA — In a world where technology and AI shapes perceptions, are smartphones truly capturing the full spectrum and beauty of human diversity, especially in often-overlooked emerging markets?
To answer this question, TECNO, an innovative brand at the forefront of multi-skin tone imaging, has launched its #ToneProud campaign, in collaboration with McCann Worldgroup China and Singapore.
Research in 2018 from MIT and Stanford University uncovered a disturbing trend: Skin-type bias is prevalent in commercial artificial intelligence systems. This bias is particularly concerning in the era of AI-driven imaging technology. Understanding and addressing these skin tone algorithmic biases through scientific data collection and innovative measurement is crucial for fostering a more equitable and inclusive society.
With the firm belief that imaging technologies should be free from bias, with every skin tone deserving fair representation as a vital aspect of human diversity, TECNO is launching the #ToneProud campaign. The campaign aims to raise awareness about skin tone diversity while introducing TECNO’s unique 268 skin tone database to consumers. By assigning specific color codes to different skin tones with scientific classification, TECNO is not only addressing biases in skin tone color restoration and fine tuning the accuracy of its Universal Tone technology for fair representation, but also helping consumers to understand and feel proud in the diversity of skin tones worldwide, encouraging them to take a stand against the lack of true representation with TECNO.
The #ToneProud campaign – Standing up for equal representation
The #ToneProud campaign is supported and joined by global celebrities of diverse skin tones, including Indonesian-born singer-songwriter Anggun, Saudi Arabian filmmaker and actress Fatima Al-Banawi, Nigerian singer-songwriter Johnny Drille and Polish actress Ewa Kępys. In a film exploring the subject of being #ToneProud released to mark the start of the campaign, the celebrities share their experiences of having their skin tones misrepresented, and their belief that technology should support diverse skin tones and true color.
Reflecting on her experiences of having her skin tone misrepresented, Anggun said: “I think, sometimes, you just need to be reminded that we’re all individual and we’re all beautiful in our own way.” TECNO’s #ToneProud campaign is not just a campaign, but a call for more accurate representation of people’s true skin tone, and a reminder that we should all celebrate the beauty of human diversity.
Anggun added, “If the technology helps us, which is the approach of TECNO phones, it makes it easier to break barriers and change people’s perception, change mentality.”
Join TECNO’s campaign to embrace your #ToneProud attitude
To mark the launch of the #ToneProud campaign, TECNO is calling on consumers worldwide to celebrate skin tone diversity and show that they are proud of their own skin tones. Users across the globe are invited to discover their own skin tone code at www.268toneproud.com and share their photo on Instagram using the hashtags #ToneProud #UniversalTone and #TECNO.
“Over many years, TECNO has attached great importance to consumer research, and so we understand that skin tone misrepresentation is an issue of real significance for our users especially in the emerging markets,” said Jack Guo, General Manager of TECNO. “Through the #ToneProud campaign, we are standing with consumers to make the case for greater inclusivity, while at the same time continuing to heavily invest in imaging R&D to innovate technologies to make a real impact on this problem.”
The 268 skin tone patches – The game changer in eliminating bias in AI for inclusive skin tone imaging
Through this campaign, TECNO is highlighting its Universal Tone technology’s 268 skin tone patches to showcase human skin tone diversity. The 268 skin tone patches, as a milestone of progress in its global research project, are the vital foundation of the inclusive mobile imaging color card that sets a new benchmark for multi-skin tone imaging as the industry’s largest and most accurate skin tone database – a database that is continually expanding.
Developed with colour science experts from leading global universities, this expansive skin tone database allows TECNO Universal Tone’s algorithms to accurately detect, analyze and render skin tones in a way that allows everyone to be truly seen.
“Knowing that there are 268 skin tones patches alone is a testament to individuality. In a world that tries to box us into narrow categories, it’s a small but profound way of saying you’re unique. So be proud and tell your story,” said Johnny Drille.
By eliminating bias and promoting authentic, inclusive representation, TECNO enables users to capture every shade of humanity and properly represent everyone in one picture. “What TECNO is doing with its Universal Tone feature is significantly crucial at this stage because this technology will set the foundations for an inclusive society,” emphasized Fatima Al-Banawi in the campaign film.
Together with #ToneProud, TECNO and its global community are championing the essence of diversity, reinforcing the message that every skin tone is a source of pride and a vital part of our shared human tapestry.
“I am incredibly proud to work on a campaign that not only celebrates diversity but also honors the beauty inherent in every skin tone. Changing the narrative takes everyone’s sustained effort and we hope with the voices of people from all regions, every tone of humankind will be celebrated. And now with your own skin code, you can play your part to share it with the world and let your beauty be recognized too,” commented Valerie Madon, Chief Creative Officer at McCann Worldgroup Asia Pacific.
Credits:
Valerie Madon, Chief Creative Officer, McCann Worldgroup Asia Pacific
Jo Liu, General Manager, MRM Shanghai
Kanny Chan, Executive Creative Director, McCann Shanghai
Yichen Gao, Senior Account Manager, MRM Shanghai
Jierick Ng, Art Director, McCann Singapore
Jude Tan, Senior Copywriter, McCann Singapore
Max Chen, Creative Director, MRM Singapore
Charlie Lowe, Chief Strategy Officer, McCann Worldgroup Southeast Asia
Jerry Loh, Creative Service Manager, McCann Singapore
Gaurav Mishra, Creative Excellence Manager, McCann Worldgroup Asia Pacific
Production House
Hanzo Films (Dubai / Singapore)
Post Production
The Quite Lab (Singapore)
Website & Webapp Creation
co8xis.agency
Audio Production
Massive Music (Singapore)
Saudi Arabian Celebrity
Fatima Al-Banawi & Team
Indonesian Celebrity
Anggun & Team
Nigerian Celebrity
Johnny Drille & Team
