Project Understood teaches Google a few tricks

Aiming to raise awareness, Project Understood gives people with Down Syndrome a platform to explain their needs and shows the rest of the population how they can pitch in to help. 

Google’s AI systems often don’t recognize the speech patterns of those with Down Syndrome. Accessibility technology has gotten better, but it’s still not keeping up with the needs of all. In this film, Project Understood advocates go to Google offices and start teaching the voice-recognition systems how to listen to them. 

FCB Toronto has crafted an ad that does not talk down to anyone, and its straightforward perspective shows how people with Down Syndrome can work with Google to teach the tech giant to listen better. Featuring many instances where Google is failing those with accessibility needs, the spot highlights the power that a voice can have. 

Besides having people with Down Syndrome self-advocate, part of the impact of this piece also comes from Google execs looking at the camera and saying “We need your help.” The people helping out with the dictation recognition are happy to be there, welcoming the challenge, and pleased to finally “teach Google for a change.” Project Understood is stepping in where Silicon Valley’s artificial intelligence is failing and it’s this impression of openness, strength, and vulnerability that makes this campaign stand out.