I Am Not A Typo

In 2024 Blurred collaborated with partners to launch I Am Not a Typo, a Blurred-initiated project i.e no client, to correct inequalities of autocorrect.

The campaign looks to address the clear disparity between those who's names are 'typoed' versus those that arn't. Spoiler alert - the 'typos' don't reflect multi-cultural UK, but rather favour Anglo-normative societal structures. Staffed like a standard client account, we launched with a billboard campaign, with supporting media outreach and social media. Two months in and it’s touched a nerve across the industry, UK and internationally, with online and broadcast pieces including the BBC, Daily Mail, The Guardian, The World, The Daily Record and our favourite to date, Fast Company, who approached Big Tech directly for comment. We’ve built LinkedIn, Instagram and X profiles with very engaged audiences and worked with influencers to generate an organic social media reach of over 900k. We have been flooded by stories of people who resonate with the campaign and have experienced being “othered” by technology first hand, as well as by likeminded DEI groups, such as Race Equality Matters, to explore ways to make even more impact. The campaign was always seen as a marathon , as even the most potent activism rarely changes the world overnight. However by May we'd already had commitment from one major player in big tech to Correct Autocorrect and spell-checking spell-check. This will have a profound affect on those that have felt marginalised and ‘othered’ for decades. And we couldn’t be prouder