Many posts on social media reinforce gender stereotypes, says development charity Plan International-- from comments about little princesses and angels to "daddy's little girl."
So the charity, which promotes children's rights and gender equality, and its Finnish agency Hasan & Partners decided to do something about it with a mobile keyboard that promotes different and positive language about girls via predictive text. With "Sheboard," the idea is to help users notice--and possibly change--when they use language that reinforces stereotypes, and suggest alternative language.
Nora Lindström, global coordinator for digital development at Plan International, explains in a statement: "Sheboard's purpose is to bring attention to this issue both in Finland and internationally. We want to help people see the impact that words have, and make them consider ways they can change how they talk in order to empower girls."
Sheboard, which was developed with help from Samsung Electronics Nordics, is available in the App store in English, for now. It's being promoted via videos by Hasan & Partners on social media, one of which can be seen here.
Plan International Finland's previous eye-catching work has included developing a maternity wear "collection" for 12-year-olds, to highlight the suffering of child mothers.