TECNO launches #ToneProud campaign to combat skin tone bias in imaging technology

TECNO, a brand noted for its advancements in multi-skin tone imaging, has recently launched an innovative campaign titled #ToneProud, in collaboration with McCann Worldgroup offices in China and Singapore. This initiative seeks to address and counteract skin tone biases that have been identified in artificial intelligence (AI) systems, particularly those affecting imaging technologies. The biases were highlighted in a 2018 research conducted by MIT and Stanford University.

The #ToneProud campaign seeks to raise awareness about skin tone diversity and relies on TECNO’s extensive database of 268 different skin tones. This extensive collection is believed to be one of the most detailed in the industry and has been developed in partnership with colour science experts from around the globe. TECNO claims that this database allows their Universal Tone technology to more accurately depict a wide range of skin tones by tackling colour restoration biases.

Prominent figures from around the world are lending their voices to the campaign, including Indonesian singer-songwriter Anggun, Saudi Arabian filmmaker and actress Fatima Al-Banawi, Nigerian musician Johnny Drille, and Polish actress Ewa Kępys. In the campaign’s film, these celebrities discuss their personal experiences with skin tone misrepresentation and advocate for the development of technologies that ensure accurate colour portrayal.

Anggun expressed her views, stating, “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 isn’t merely a campaign but a call for more accurate representation of people’s true skin tone.”

Fatima Al-Banawi added, “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.”

TECNO’s general manager, Jack Guo, emphasised the company’s dedication to addressing the issue of skin tone misrepresentation, particularly in emerging markets. He stated, “Through the #ToneProud campaign, we are standing with consumers to advocate for greater inclusivity, while continuing to invest heavily in imaging R&D to innovate technologies that address this problem.”

Johnny Drille commented on the significance of recognising individuality through the extensive database of skin tones, noting, “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.”

Valerie Madon, chief creative officer at McCann Worldgroup Asia Pacific, highlighted the campaign’s potential impact, “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.”

Overall, TECNO aims for the #ToneProud campaign to broaden participation in the celebration of skin tone diversity, acknowledging each individual’s unique contribution to the human tapestry without pressing for a specific outward action. This technological advancement sets a milestone in showcasing the beauty and diversity of skin tones in a truthful and accurate manner through AI-driven imaging.

Source: Noah Wire Services