31: THE CREATIVE EFFECTIVENESS AWARD (The Creative Effectiveness Award)
JPG
MP4
1m:58s
Fixing the bAIs - Aurora50
DEI Impact Agency
Bronze
| Title of Entry: | Fixing the bAIs |
|---|---|
| Brand: | Aurora50 |
| Product/Service: | DEI Impact Agency |
| Client: | Aurora50 |
| Entrant Company: | Mullenlowe MENA |
| Entrant Company Country: | United Arab Emirates |
| Creative Team: | Mounir Harfouche – CEO MullenLowe MENA Matt Butterworth - MD MullenLowe MENA Paul Banham – Chief Creative Officer MullenLowe MENA Prerna Mehra – Creative Director & Head of Art MullenLowe MENA, AI Artist Dan Zecchinelli – Associate Creative Director, AI Artist - MullenLowe MENA Belén Arregui – Sr. Copywriter, AI Artist - MullenLowe MENA Zahid – Lead Motion Graphic Designer - MullenLowe MENA Pravesh Kumar Pandey - Senior VFX & Motion Graphic Artist - MullenLowe MENA Manahil Azeem – Designer, AI Artist - MullenLowe MENA Daniyal Lotia – 3D & AI Artist - MullenLowe MENA Jontae Greene – Programmer Dennis Lopez – Co-Founder & Director - Bluamoeba Muhammad Siddique – Web developer – Bluamoeba Peter Jacob – Managing Director – PR partner - Current Global Jude Lahham – Senior Manager – PR Partner - Current Global Aleks Pawlik - Account Director - MullenLowe MENA |
| Submission Text: | Our campaign has been a beacon of change in the crusade for gender equality within AI. Now in its second year, the campaign not only maintained its momentum but has expanded its horizons by joining forces with corporate powerhouses like ADNOC and DIFC under our main client Aurora50, garnering robust support from DIFC for this year's International Women's Day campaign. From the outset, our objective was clear-cut: to confront and rectify gender bias in AI datasets, thereby ensuring women are represented as they rightfully should be across professional fields. We sought to influence not only the perception within AI but to pave the way for legislative changes that anchor these essential values of diversity and equality. The effectiveness of our campaign can be encapsulated in several key outcomes: Legislative Impact: "Fixing the bAIs" contributed to the drawing of the EU's AI Act, marking a historic stride towards combating dataset biases. Our involvement in the legislative discourse underpins a broader acceptance of our principles, with the Act now upheld by 52 countries within the EU parliament. Industry Benchmarking: Our approach has set a precedent, now serving as a benchmark at international summits and councils. Entities like the Council of Europe and CAI have recognized our methodologies as a standard for addressing gender bias. Academic Recognition: Esteemed AI researchers and scientist at institutions like Ceimia and Mila have taken note of our campaign's influence, producing white papers that highlight and endorse our work's significance. Educational Outreach: Our reach has extended into the world of education, showcasing our campaign across schools and universities globally, educating and inspiring the next generation. Community Engagement: Beyond our professional circles, we've cultivated a global community of supporters who contribute actively via a dedicated Discord channel, generating images that continually enhance our databases. Dataset Enhancement: We have grown our database considerably and have successfully integrated our datasets into AI training modules. This has resulted in some professional search results exhibiting gender-balanced depictions, showcasing the tangible impact of our efforts. Record-Breaking Advocacy: The campaign set a World Record for the most pledges received for gender equality in the workplace within 24 hours, exemplifying the widespread public support and the universal resonance of our message. Extensive Reach and Media Coverage: With a reach of 4.4 billion and earned media valued at $4 million, the visibility and influence of "Fixing the bAIs" are undeniable. The fruits of our labor are palpable. AI-generated results for professions now reflect a gender-balanced representation, marking a significant shift from the historically skewed portrayals. This change is more than cosmetic; it's educational, instructive, and foundational. Our campaign is not a temporary fix but a sustained effort that continuously feeds into AI training modules, enriching them with diverse and inclusive imagery. Our collaboration with ADNOC and DIFC, coupled with the public's robust engagement, illustrates a powerful and cohesive drive towards the DEI goals set by our client, Aurora50. We are not merely happy with our results; we stand proudly behind a pioneering endeavor that has not only met the objectives set forth by our client but has exceeded them, carving out a new path for AI to follow—one that is fair, just, and inclusive for all. Emerging from a small startup in the Middle East, Aurora50 now stands as a global beacon of change, igniting one of the most significant dialogues on gender equality in the workplace with the highest echelons of political power, through the innovative use of AI. Aurora50 is not only revolutionising workplaces but also reshaping global perceptions and policies, marking a significant stride towards inclusivity and equality worldwide. |
| Other Credits: | Diana Wilde - CMO & Marketing Director - Aurora50 Fardeen Veljee - Marketing Manager - Aurora50 |
