A person's name is an extension of who they are. It is rooted in their language, culture, and identity. For some, who they identify as might even mean choosing a new name. For others it’s a gift that connects them with their whakapapa and whānau.
However, chronic mispronunciation, a refusal to learn or the all too familiar “Is there a short version?” leaves individuals feeling unwelcome and invisible.
A 2019 study by law firm Slater and Gordon found that a third of employees from minority ethnic backgrounds have been encouraged to change their name to something more ‘English’ during their careers.
Aotearoa New Zealand embodies a rich and diverse set of cultures. We must continue to help combat discrimination, no matter how subtle or seemingly insignificant.
This is why Spark’s ‘Say My Name’ was created.
An audio signature generator that helps people to learn the pronunciation of names. Simply create yours and add it to your email signature.
It will help people get the pronunciation right by hearing what your name sounds like and how you want it said. It will also encourage them to create their own audio signature.
The average office worker sends 40 and receives 100+ emails per day. So ‘Say My Name’ will be shared, discovered and grow the more emails are sent. Continuing to help names be pronounced correctly and thus preserving cultural identity.
Creative Agency: Colenso BBDO, Auckland
Role: Senior Creative