Tone Proud

The Washington Post reports that almost all smartphones use algorithms that, by default, oversaturate colors and elevate contrast, either artificially exaggerating or diminishing darker skin tones instead of capturing them accurately. The result is the continuing perpetuation of decades-long skin tone bias and unrealistic beauty standards as these tools expand globally.

To combat this, TECNO Mobile and McCann Worldgroup launched #ToneProud, an influencer-led, digital-first movement that empowers people of all skin tones to create the industry’s largest, most accurate, and inclusive skin tone database. Through the campaign web app, users contributed their skin tone HEX codes, expanding TECNO’s database from 268 to the current 372 tones and boosting mobile imaging accuracy by over 50%.

Believing that technology meant for the world should be made by the world, TECNO blended advocacy, education, and engagement, achieving 1.4 billion+ impressions and 17.6 million+ online interactions in its quest for equitable representation.