The Sheboard is a smartphone keyboard which helps users consider – and change – the language they use when speaking to girls. Nonprofit Plan International Finland released the Sheboard in November, citing studies showing that gendered language negatively impacts girls’ confidence. The keyboard uses predictive text to suggest words that highlight girls’ abilities and inner qualities, rather than their appearance or bodies. The Sheboard is backed by Samsung and available for download on Google Play.

We won’t point fingers, but the marketing industry has exploited the much-needed quest for female empowerment to such a degree that campaigns can now trigger (and deserve) eye rolls, not applause. Yet in a world with such a shamefully uneven playing field there is still ample opportunity to deliver meaningful change. The Sheboard is effective in that, first, it reaches people where they’re at – time spent in social and messaging apps grew 394% (!!) last year – to serve a higher purpose. Second, it recognises that algorithms can make our lives both better and worse (see Facebook’s ‘Jew hater’ automated advertising scandal for what ‘worse’ looks like).

So, when you're discussing your messaging strategy for 2018, think beyond being functional or how you'll deploy your customer service-focused chatbot. How can you deliver information that helps users act more considerately and ethically, too?

Watch the video here and tell us what you think!

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