Avon Institute launches chatbot voice to combat violence against women in Brazil

Hundreds of women provided their voices to create the sound that will be used by Ângela, the social arm of Avon.
Through WhatsApp, Ângela supports girls and women facing domestic violence, putting them in contact with a wide network of legal, social and psychological support.
From the very first contact, the chatbot evaluates the degree of risk the person is exposed to in order to provide support, based on a questionnaire inspired by the international protocol. Since its launch, more than 30,000 consultations have been carried out on the platform.

Ângela is part of the “Speak Up, Angela”campaign, one of the many actions to be carried out during the 21 days of activism initiative, created with the aim of fighting to end violence against women and that takes place annually between November 20th and December 10th when International Human Rights Day is celebrated.
“Speak up, Ângela” has been developed by the agency Wunderman Thompson Brazil.

Over 500 voices together in the one that helps

The virtual assistant created by the Avon Institute to support the fight against domestic violence is called Ângela and she has gained a voice in the following way: More than 500 women, including Avon Beauty Representatives, consumers, collaborators, partners and followers of the Avon Institute and Avon on social networks were invited to donate their voices to the project.
Together, they were used to build the chatbot audio sound for Avon’s social arm.

“By inviting women to contribute, we reinforced the power and relevance of female union. Ângela’s voice represents us, just as it represents all women who want to continue occupying spaces, overcoming barriers and contributing to the future of new generations, especially when confronted with violent situations of any kind,” said Daniela Grelin, executive Director of the Avon Institute.

How did Ângela got her voice and how is ‘she’ using it

In early November, audio clips from women were collected on the website Together, they comprised Avon Institute’s chatbot’s unique voice, enabling it to say any type of word or phrase.

Caption of the video presenting the voice of Angela. © Wunderman Thompson Brazil.

Created by producer Bolha, the voice was developed through a system that teaches machines how real people speak. In this system, five hours of audio were used to create Ângela’s good intonation, human-like timbre and understandable voice.

Ângela’s voice will be used on the Avon Institute’s social networks on relevant topics for women, such as leadership, equality, politics and women’s spaces. It will also show how speech can be used as a tool of protection and inspiration for others.

The “Speak up, Ângela” campaign aims to amplify women’s voices, so that their experiences and perspectives are heard in traditionally male spaces. Ângela will be an important means of communication for the Avon Institute to call on society to rethink silencing, repetitive and naturalized attitudes that exclude women from public debate.
Daniela Grelin adds: “When we use our voices, we share information, break free of isolation and encourage other people to speak and fight for their rights and spaces.”

“Ângela’s voice emerged to ask important questions, claim places and provoke discussions on topics that require attention. We unite the voice of women, with all their differences, to highlight their importance and power at work, in politics, in sports… in fact, wherever they want to be. This campaign is also designed to inform people about women’s rights and as a voice against violence and femicide,” said Keka Morelle, CCO of Wunderman Thompson Brazil.

Image over the headline.- Ângela, the chatbot and social arm of Avon to combat violence against women.© Wunderman Thompson Brazil.

Related Eastwind Marketing links:

Listen to “speak Up Ângela” and see ‘her’ (video)

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