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#Loeries2019: Tackling unconscious bias, raising jurors' cultural awareness
Asha Ranchhod Patel, head of marketing at Google South Africa.
Loeries Creative Week is upon us, with live judging taking place from Monday, 19 to Wednesday, 22 August, and finalists announced at the end of each day’s intensive judging.
It’s a difficult but rewarding process, with which comes a lot of responsibility.
Loeries CEO Andrew Human explains that as the Loeries is a regional award show that works hard to reward locally relevant work, the judges have to understand that they’re not necessarily the target audience of the work they’re judging.
In our annual #AfricaMonth catch-up, Loeries CEO Andrew Human explains why Loeries 2019 judges are briefed to look for local relevance, and the rising importance of brand humanity and problem-solving in creativity, against the continued shift away from merely punting the client product or service...
Leigh Andrews 3 May 2019
They need to remove their own prejudices from the process, as a good judge can recognise great ideas from anywhere in the world, intended for any audience, but that’s easier said than done.
That’s where the Rare Juries training module comes in. A way to improve the judging process, all Loeries judges will take part in the anti-bias and cultural literacy training, part of Google’s global diversity and inclusion platform, Rare.
Here, Patel explains the main unconscious biases that play a role today when we interact with others, as well as the after-effect of the unconscious bias training and how this will assist the Loeries’ 2019 judges when making their decisions on which creative work to award…
Unconscious biases are social stereotypes about social and identity groups that individuals form and hold. They can involve race/ethnicity, age, gender, sexual orientation, religion, weight, language group – any number of characteristics.
Our own unconscious bias can influence our thinking and decisions as much as our rational thought processes do, which is why it is so important to be aware of them and to guard against them.They limit creative thinking and the potential to innovate, and it can influence our decisions when it comes to selecting the best work. Rare was designed with and for the creative industries to enable under-represented talent, businesses and the industry at large to drive, and benefit from, more inclusive cultures.
#Loeries2019: "Discover how different cultures are reflected through their creativity and ideas" - Katja Thielen
I chatted to the international jury presidents ahead of the upcoming Loeries Creative Week. Kicking off the series is this year's design jury president Katja Thielen, creative director and founder of the UK's Together Design...
Leigh Andrews 10 May 2019
Homogeny and prejudice are two of the biggest challenges for the advertising and brand communications industries today.
Unconscious bias can lead judges to dismiss work they don’t identify with and disregard perspectives from judges they don’t relate to.
#Loeries2019: "No place for one-size-fits-all in truly relatable regional storytelling" - Lanre Adisa
With the year's biggest international award shows done and dusted, I chatted to the regional jurors ahead of the upcoming Loeries Creative Week. Next in the series is this year's Live, PR and OOH juror Lanre Adisa, also CEO/CCO of Noah's Ark Communications, Nigeria...
Leigh Andrews 19 Jul 2019
For the best work in the industry to be rewarded and recognised fairly, jury rooms need to be unaffected by these biases.
Humans tend to categorise things as a way to make sense of the overwhelming stimuli we are exposed to every day and save time and effort processing information. We categorise people too, which is often displayed in our tendency to rely on stereotypes.
This Women's Day in SA, we welcomed news that the Loeries has joined forces with UN Women's Unstereotype Alliance initiative, to launch its South Africa chapter, set to use the advertising industry as a force for good to drive positive change all over the world...
Leigh Andrews 9 Aug 2019
Everyone has unconscious biases – the result of unconscious bias training is that we become exposed to where our own prejudices lie and to then counter them when we’re making decisions, and especially when we’re stressed, tired or under pressure, because that’s when these biases tend to come to the fore.
The Rare Juries interactive short courses use a series of exercises and tutorials to help awards judges learn where their bias comes from, how they can identify a biased thought they’ve had, the terminology to articulate bias, and the process to de-bias a thought or action.
Ultimately, it will improve the jurors’ cultural literacy, and lead them to celebrate the work that is most deserving.
The Loeries and YouTube recently introduced the YouTube Advertising category within Digital Communication...
Jessica Tennant 24 May 2019
As a founding sponsor of Rare, Google has been instrumental to its growth since 2017, and officially adopted the platform in 2018. As an industry leader, we feel Google has a responsibility to support the industries it operates in and assist in ushering us all towards a more inclusive, more innovative state.
Cultural literacy refers to the ability to understand different beliefs, customs, values and behaviours that are held by people who are different to them, and not behave in a way that is biased or judgemental towards them as a result of those beliefs.
With the year's biggest international award shows done and dusted, I chatted to the international jury presidents ahead of the upcoming Loeries Creative Week. Next in the series is this year's Film and Radio jury president Nedal Ahmed, also senior copywriter at 72andSunny, Amsterdam...
Leigh Andrews 5 Jul 2019
Making judges aware of how they unconsciously discriminate, who they discriminate against and why and how to identify this thinking will lead them to more objectively evaluate and award the work they’re reviewing.
It is our hope that in making the jury more aware of negative stereotypes and unconscious bias, we will reward work that doesn’t merely mirror society, but plays an important role in leading society.We believe it’s important that advertising and design help build a better society, and a huge part of that is breaking down stereotypes.
I chatted to the international jury presidents ahead of the upcoming Loeries Creative Week. Next in the series is this year's Google digital communication jury president Tara McKenty, creative director for Google APAC...
Leigh Andrews 17 May 2019
In our region, this is especially important in terms of race and gender.
That it is. Here’s wishing the jurors a smooth and enlightening judging process! Rare Juries will be running training across all three days of the 2019 Loeries, as we look forward to telling and learning from better regional stories, with cultural awareness.
If you can’t wait for Loeries Creative Week Durban, taking place from 22 to 24 August 2019, keep an eye on the Loeries’ Twitter, Facebook and Instagram feeds and stay tuned for my interviews with more of the regional jurors and all the latest updates in our Loeries’ special section. You can also follow Patel on Twitter and Instagram and see more about the programme at Rare.withgoogle.com.