TECNO launches #ToneProud campaign to address AI skin tone bias

TECNO, a brand recognised for its developments in multi-skin tone imaging, has launched a new #ToneProud campaign in partnership with McCann Worldgroup China and Singapore.

The initiative targets tackling skin tone biases inherent in artificial intelligence (AI) systems, especially those relevant to imaging technologies. These issues were underscored in a 2018 research study by MIT and Stanford University.

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The campaign emphasises the importance of skin tone diversity awareness and utilises TECNO's expansive 268 skin tone database. This initiative aims to provide a fairer representation and, according to TECNO, enhances their Universal Tone technology's ability to accurately depict skin tones by addressing color restoration biases.

The campaign includes contributions from global celebrities such as Indonesian singer-songwriter Anggun, Saudi Arabian filmmaker and actress Fatima Al-Banawi, Nigerian singer-songwriter Johnny Drille, and Polish actress Ewa Kępys.

The campaign's film showcases these figures sharing their encounters with skin tone misrepresentation and advocating for technological advancements that ensure accurate color portrayal.

“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,” said Anggun.

“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," she added. 

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,” said Fatima Al-Banawi in the campaign film.

“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.”

TECNO underscores the significance of its 268 skin tone patches, which it purports to be the most exhaustive skin tone database in the industry, developed in collaboration with color science specialists worldwide. This database is designed to empower TECNO's algorithms to accurately identify, analyse, and portray an array of skin tones.

“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.

“I am incredibly proud to work on a campaign that not only celebrates diversity but also honours 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 recognised too," said Valerie Madon, chief creative officer, McCann Worldgroup Asia Pacific.

TECNO encourages widespread involvement in the #ToneProud initiative, promoting the celebration of skin tone diversity and recognition of every individual’s unique contributions to the human tapestry.

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