Sparking a global conversation was at the core of the launch strategy for Q - the first genderless voice for AI assistants. The voice has been created for implementation by the big four tech companies, but rather than approaching them ourselves, we rallied the internet to lend their voice through a mix of PR driven mechanics. By tapping into the global LGBTQ community and key opinion leaders in technology, we drove both the support and action for Q’s implementation.

“Copenhagen Pride works to challenge the gender binary and combat strong, harmful and often very limiting gender stereotypes that fail to recognize non-binary gender identities. We, alongside Pride movements all over the world, believe that gender is a highly complex spectrum and that people should have the freedom to self-identify and the opportunity to see themselves reflected and recognized both in society and in their everyday life - binary and non-binary alike.

We didn’t brief Virtue, but instead, they came to us with a powerful idea that resonated with our core and mission. With Q - a neutral voice with no preassigned gender - we aim to get the attention of leading technology companies who work with AI to ensure they are aware that a gender binary normativity excludes many people."

- Thomas Rasmussen, Head of Communication, Pride Copenhagen

Boot up the options for your digital voice assistant of choice and you’re likely to find two options for the gender you prefer interacting with: male or female. The problem is, that binary choice isn’t an accurate representation of the complexities of gender. Some people don’t identify as either male or female, and they may want their voice assistant to mirror that identity.

As third gender options are being recognized across the globe, it feels stagnant that technology is still stuck in the past only providing two binary options.

That’s why Copenhagen Pride is launching Q, the world’s first genderless voice for voice AI.

Created for a future where we are no longer defined by gender.

We launched both a launch film for context and a piece of video and audio content with only Q speaking - specifically designed to fuel the conversation and debate on how the voice sounds, replicating the blue/gold dress phenomenon.

Alongside this, we launched an interactive website where Q reads an open letter calling on the need for implementation across voice assisted products.

Built into the website was a sharing mechanic. Once the letter finishes, users are prompted to lend their voice and share to get Q implemented by Apple, Amazon, Google, and Microsoft. The sharing dialogue automatically tags the companies, with a simple pre-populated message: Meet Q -The First Genderless Voice.

For launch, the story and content was distributed to two major news media outlets to ensure we hit different target groups. We planned exclusive stories with The Guardian - focusing on gender inclusivity, and Wired - focusing on tech and AI.

They both ran on the morning of the 11th of March - the same day we official launched Q at Equal AI’s press conference at SXSW, whereby we engaged some of the big four tech companies.

After the exclusive, we formed a press pack featuring press releases for the different story angles, videos, audio clips, interviews w. experts, and stills. The creators behind Q and the featured experts were all on call and spoke to journalists from all around the world.

At this current date (27/3/18), 17 days after launch, the story is reaching new outlets by the hour and we’re still proving journalists with information daily.

Report from mentions.com and muckrack.com

From March 4th, 2019 to March 28th, 2019.

Total reach: 6.7 B

Total shares +50.000

Average shares 515

Journalist reach 1,380,571

Companies who reached out to implement Q: +30

General press highlights:

The Telegraph, NowThis, The Mirror, CNBC, The Guardian, Yahoo News, VICELAND, Bloomberg, Daily Mail, Evening Standard, ABC, BBC, NPR, El Pais, Financial Times, GQ, Trendhunter, The Inquirer, Metro, MSN, Japan Today and The Hindu.

Tech press highlights:

Fast Company, Wired, The Future Laboratory, TechCrunch, Techrabyte, Geek.com and Techtimes

Industry press highlights:

AdAge, Adweek, Campaign Live, It’s Nice That, Design Taxi and Mumbrella.

*mentions.com and muckrack.com reports attached