Trans-Inclusive Type – D&AD Submission with Google Fonts and HMCT
AD: Mac Davenport
CW: Giovanni Sanchez
The Problem: Gendered language is ingrained in our daily language and a common barrier to using inclusive language is the notion that one wrong word will be your downfall.
Putting on the thinking cap: Most of the trans community understands that making a habit to use inclusive language isn’t the easiest thing and despite the image the media paints, are very forgiving to genuine mistakes along the way.
How creativity can solve this: Using Google features, coach people in using inclusive language and provide encouragement to keep giving the effort to making the world a place where every word includes everybody.
Lenticular Billboards
Moving from left to right, lenticular billboards will show a short story using gendered language while the other side will use inclusive language. The style takes from Google Docs and includes the Google suggested word correction feature.
A QR code takes you to a microsite for the campaign.
Microsite
The microsite will include a pledge to make the effort to build a better world for the trans community by using inclusive language in your day-to-day life. By signing the pledge you will receive a free sticker set in the mail.
The site will include an opportunity to download Allinclusive.ai, a Google Chrome extension that detects your use of gendered language and gives suggested alternatives for more inclusive language.
Sticker Sheet
After signing the pledge, you can receive a free sticker sheet that includes inclusive words in the style of a Google Docs suggestion box. You’re encouraged to place stickers where you see gendered language in the world.
Allinclusive.ai
Allinclusive.ai will follow you through Google Chrome and make sure you have help in your journey to integrating inclusive language into your life. It’ll scan your text through search, Gmail, YouTube, and more, giving suggestions on how to make your words so that they’re meant for all.
