With technology and AI increasingly influencing perceptions, one question stands out: are smartphones genuinely reflecting the rich diversity and beauty of people, especially in underrepresented emerging markets? TECNO, a leader in multi-skin tone imaging technology, has introduced the #ToneProud campaign in collaboration with McCann Worldgroup China and Singapore, underscoring its commitment to authentic skin tone representation.
Driven by the principle that imaging technology should be free from bias, this campaign highlights fair representation of all skin tones as a fundamental celebration of human diversity. The campaign aims to raise awareness while introducing TECNO’s unique 268 skin tone database to consumers.
The #ToneProud campaign showcases TECNO’s dedication to addressing skin tone bias in imaging technology by developing precise color codes for different skin tones, using a scientific approach to enhance its Universal Tone technology for accurate representation. This initiative not only combats biases in skin tone color restoration but also empowers consumers to embrace the diversity of skin tones globally, inspiring them to stand against the lack of genuine representation.
Standing Up for Equal Representation
The campaign is joined by an array of global celebrities, each celebrating diverse skin tones, including Indonesian singer-songwriter Anggun, Saudi filmmaker and actress Fatima Al-Banawi, Nigerian singer-songwriter Johnny Drille, and Polish actress Ewa Kępys. Together, they amplify the call for true representation with TECNO.
Reflecting on her experiences of having her skin tone misrepresented, Anggun says: “I think, sometimes, you just need to be reminded that we’re all individual and we’re all beautiful in our own way.”
TECNO’s #ToneProud campaign is not just a campaign, but a call for more accurate representation of people’s true skin tone, and a reminder that we should all celebrate the beauty of human diversity.
Anggun added, “If the technology helps us, which is the approach of TECNO phones, it makes it easier to break barriers and change people’s perception, change mentality.”
Embrace Your #ToneProud Attitude
To mark the launch of the #ToneProud campaign, TECNO is calling on consumers worldwide to celebrate skin tone diversity and show that they are proud of their own skin tones. Users across the globe are invited to discover their own skin tone code at www.268toneproud.com and share their photo on Instagram using the hashtags #ToneProud #UniversalTone and #TECNO.
“Over many years, TECNO has attached great importance to consumer research, and so we understand that skin tone misrepresentation is an issue of real significance for our users especially in the emerging markets, Through the #ToneProud campaign, we are standing with consumers to make the case for greater inclusivity, while at the same time continuing to heavily invest in imaging R&D to innovate technologies to make a real impact on this problem.” said Jack Guo, General Manager of TECNO.
The 268 Skin Tone Patches – The Game Changer in Eliminating Bias in AI for Inclusive Skin Tone Imaging
Through this campaign, TECNO is highlighting its Universal Tone technology’s 268 skin tone patches to showcase human skin tone diversity.
The 268 skin tone patches, as a milestone of progress in its global research project, are the vital foundation of the inclusive mobile imaging color card that sets a new benchmark for multi-skin tone imaging as the industry’s largest and most accurate skin tone database – a database that is continually expanding.
Developed with colour science experts from leading global universities, this expansive skin tone database allows TECNO Universal Tone’s algorithms to accurately detect, analyze and render skin tones in a way that allows everyone to be truly seen.
“Knowing that there are 268 skin tones patches alone is a testament to individuality. In a world that tries to box us into narrow categories, it’s a small but profound way of saying you’re unique. So be proud and tell your story,” says Johnny Drille.
By eliminating bias and promoting authentic, inclusive representation, TECNO enables users to capture every shade of humanity and properly represent everyone in one picture.
“I am incredibly proud to work on a campaign that not only celebrates diversity but also honors the beauty inherent in every skin tone,” commented Valerie Madon, Chief Creative Officer, McCann Worldgroup Asia Pacific.
“Changing the narrative takes everyone’s sustained effort, and we hope with the voices of people from all regions, every tone of humankind will be celebrated. And now, with your own skin code, you can play your part to share it with the world and let your beauty be recognized too.”
