TIM, one of Brazil’s biggest phone carriers, has diversity and inclusion as its brand pillars and knows the crucial role telecommunications have in shaping today’s society.

Smartphones have given people an unprecedented power and voice. It is a wonderful tool for invention and transformation. On the other hand it also gave more power to prejudice and oppression. The internet can easily become a toxic place for minorities.

In the midst of polemic trials and leaks from tech giants. Consumer confidence in companies' good faith has become doubtful. That’s why TIM wanted to position itself as a champion for equality. And show that they have a real commitment to the progress of society by creating a safer internet for everyone.

TIM Conscious Keyboard 2.0 app is a mobile keyboard that alerts the user when a damaging biased expression is used. It then teaches about the history and meaning behind the word and proposes an alternative vocabulary. This way, creating a more inclusive environment.

The app was upgraded to become a major communication platform for TIM. Allowing for its vocabulary to be updated and curated by the society.

“The pen is mightier than the sword”.

Words have the power to shape the way we think, the way we feel and, in the end, to shape society. Today, as people are more and more connected, the power of words has become exponential. They now have a massive reach that affects everyone on the internet.

You just need to type and post.

But some words can do more harm than good and help spread a history of prejudice and bigotry. So we thought, if you just need to type and post… maybe we can help you type better words. RaisIng awareness of the harms hidden in the language we use daily, before you post. This way creating a tool to fight against it with an even more powerful weapon: education.

TIM Conscious Keyboard 2.0 was an upgrade conceived to be launched with a PR strategy. That’s why the new app was released on the Pride Month tackling the theme of homofobia.. taking a ride on this is a very important date in Brazil when major news outlets are shedding light on social issues and hungry for affirmative initiatives to write about. We invited Lorelay Fox, a famous Drag Queen and influencer to help spread the word during the Pride parade. The idea was to spark a conversation on social networks and blogs.

This was the first step in turning the app into an ongoing communication platform. Including a tool to address other themes and different marginalized groups and allowing the public participation.

Since then, it has been updated several times with other pressing issues like LGBTQIA+, Ageism, Sexism and keeps being a benchmark for brand activation on social issues.

• Number 7 on the app store on the first day of release.

• The importance of word choice became the subject of morning shows.

• PR coverage in more than 30 national media outlets in 4 countries.

• The app became an education tool in elementary schools.

• The app became a default feature in the installation kit of every TIM phone.