Tecno launched the #ToneProud campaign to end skin color bias in imaging technology. The company sent out a press release explaining the purpose of the campaign: to increase awareness about the diversity of skin colors and introduce the 268 skin color database to consumers.
The campaign is built on the backbone of Universal Skin Tone technology, introduced last year by Tecno.
Tecno said that in today’s world, technology and AI are shaping perception, raising questions about whether smartphones truly “capture the full spectrum and beauty of human diversity, especially in emerging markets that are often overlooked.”
According to a 2018 study from MIT and Stanford University, skin tones are involved in some commercial artificial intelligence systems. One way to combat this is by collecting scientific data and innovative measurements to gain a better understanding of these systems.
The campaign involves assigning specific color codes to different skin tones; everyone can add his or her input. Tecno brought on board some major celebrities in its key markets, such as Indonesian-born singer-songwriter Anggun, Saudi Arabian filmmaker and actress Fatima Al-Banawi, Nigerian singer-songwriter Johnny Drille and Polish actress Ewa Kepys.
Popular people may be the face of the campaign, but the real color of the campaign is ordinary people. Anyone can find their skin color on 268toneproud.com and use the front camera of their smartphone to find their skin color in hex triplet number.
268 Show Pride in action
The result was developed in collaboration with color science experts, allowing Tecno Universal Tone to accurately detect, analyze and display skin tones.
It is important to note that all images captured and submitted through the 268toneproud website will go into Tecno’s database to further develop the AI skin tone software.