Tecno released the #ToneProud campaign with a mission of eliminating skin tone bias in imaging devices. The company then issued a press statement to tell the public the details of the campaign’s objective as well as let the consumer know the 268 skin tone database.

The theme of the campaign rests on the shoulders of the Universal Skin Tone technology which was announced by Tecno last year.

Tecno stated that in the modern world, technology and AI define perceptions and asked what smartphones depict “the full spectrum and beauty of human diversity especially in emerging markets but hardly noticed”.

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The research conducted in both MIT and Stanford University published in 2018 revealed skin tone bias into some commercial AI systems. To this end, scientific data collection and innovative measurement are utilized to deal with such aspect and to gain deeper understanding into those systems.

Among the measures of the campaign are the application of specific color codes to particular skin types; it’s open for suggestions. The product was advertised through partnerships with celebrities popular in its main markets including Indonesian-born singer songwriter Anggun, Saudi Arabian filmmaker and actress Fatima Al-Banawi, Nigerian singer-songwriter Johnny Drille and Polish actress Ewa Kepys.

Celebrities may serve as influencers for the advert, but the actual essence of the advert is the everyday man. All people can identify their skin tone on 268toneproud.com and with a smartphone you can identify your skin tone in Hex Triplet Number.

This is designed alongside color science professionals to enable Tecno Universal Tone to identify, assess and reproduce skin colors.

It is equally relevant to point out that every picture taken and uploaded through the website 268toneproud will be stored in Tecno’s database to enhance the AI skin tone application.