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Language Inclusion

Entered in Website/App

Objective

There are over 7,000 languages in the world, but only a few are well-represented online. The Language Inclusion initiative addresses intersectional marginalization on a global scale by helping native speakers of underrepresented languages communicate more easily with the rest of the world. 

Language barriers are magnified for marginalized people, whether it's because of their race, religion, age, gender, sexuality or disability status. The inability to communicate effectively can become a safety issue, as well as an obstacle to human connection. 

The goal of the Language Inclusion initiative is to make information more accessible for all, regardless of where they're from or what language they speak. To increase accessibility and understanding of the initiative, Hook created a website highlighting the program and its positive impact on communities everywhere.

 

Strategy

Most websites about AI initiatives put technology front and center, but we wanted to challenge that perception with a design philosophy that put the focus on humanity and the accessibility this technology provides. 

In partnership with Google, we led the development of the Language Inclusion Model website from initial research to launch, including UX/UI, copy, animation, creative, and art direction.

Since the project started before any content had been captured, we were in a unique position to influence not only the design and look and feel of the site, but also the content that would serve as the site’s foundation. This allowed us to consider a much larger picture of how the site could be a mechanism to bring these stories to life. 

We felt human stories required authentic and original content, which is why all aspects of the design of the site feature bright and beautiful faces from around the globe. To help collect on-the-ground stories and capture the authenticity of these places through interviews, we created several briefs for film and photography crews. These conversations emboldened the teams operating autonomously across the globe and aligned them to our singular vision. Google teams in Asia, Africa, Europe, and North America captured hundreds of photos and videos that accurately depict the nuances of these languages through research, data, and conversations. 

Ultimately, these interviews and visuals were woven together with animation in an editorial layout that brought these stories to life, elevating the impact that Language Inclusion has in increasing accessibility and helping to empower these communities. 

When staffing a project that focuses on the diversity of the world's languages, it's important to have a team of equally diverse communicators. Language isn't just determined by where you're from. It's also molded by who you are, so we had as many different voices in the room as we could manage across the spectrum of sexuality, gender, and ethnic background. We made sure to include the perspectives of team members who have learned English as a second language because that experience is so integral to understanding the purpose of this Language Inclusion model, as well as the connection between visual and verbal communication when it comes to designing this website.

 

 

Results

This collaboration marked a first-of-its-kind externalization of Google's efforts in the language AI space. The site was celebrated by the Google Research teams who are behind this technology and drove awareness to the broader program, garnering tens of thousands of views and visits. It continues to benefit lives around the world, one word at a time. 

Media

Video for Language Inclusion

Entrant Company / Organization Name

Hook, Google

Link