Impact Index to Drive Socially Responsible
Brand Content and Media Investments
SPRINGDALE, Ark., Aug. 11,
2022 /PRNewswire/ -- Tyson Foods, Inc. (NYSE: TSN) is
demonstrating its commitment to credible and socially responsible
journalism in its advertising on websites and media by conducting a
social context Impact Index in partnership
with Mindshare, the global media services company,
and socialcontext.ai, a contextual intelligence startup
supported by the University of Colorado
Boulder.
The Impact Index is an analytics tool that
looks at the social impact of editorial content on minority
communities. The custom algorithms powering the Index are trained,
validated, and regularly audited by experts to identify detrimental
or hateful content towards minority groups and communities. Media
planners can then leverage this page-level data to quantify the
impact their investments have on different communities and inform
and optimize a brand's paid media spend accordingly.
"Tyson Foods has one of the most diverse workforces, and we're
proud to advance diversity, equity and inclusion by committing to
actions like the Impact Index," said Paul
Davis, vice president and chief diversity, equity, and
inclusion officer for Tyson Foods. "The Impact Index will ensure
our actions in brand responsibility ladder up to our core values as
a company and individuals."
As a first mover for the Impact Index, Tyson Foods is
working with Mindshare and socialcontext.ai to analyze content
around minority communities and drive more inclusive content. The
company will continue to advance diversity, equity and inclusion by
committing to work towards increasing diverse supplier spending,
conducting education, training, and developing innovative programs
through strategic partnerships to increase consumer awareness.
"Brands and ad placements have an impact on consumers, be it
consciously or subconsciously," says Jared
Greene, director of Invention+ at Mindshare, who co-led the
launch of the Impact Index. "A tool like the Impact
Index is a positive step in addressing the role human
well-being plays in creating our media plans, and our ambition to
make media more intentional and equitable for all consumers."
The Impact Index is the most recent example of
Mindshare's parent company, GroupM, and Tyson Foods' collaborative
efforts to advance diversity in paid media. In 2021, GroupM
launched the "Responsible Investment" framework which includes the
Media Inclusion Initiative to support and grow diverse media
companies and creators. Tyson Foods has pledged to increase their
investment in minority-owned media and minority voices. As part of
that, several Tyson Foods brands have run campaigns through
Mindshare's Black Community private marketplace, which drives media
dollars to Black journalists and content creators across the U.S.
The agency's private marketplace series is part of Mindshare's
larger "Good Growth" vision and strategy—business growth that is
enduring and sustainable, while also helping to shape society and
the world for the better.
"The Media Inclusion Initiative strongly aligns with our efforts to
invest and support supplier diversity. It
establishes an actionable pathway to reach more underrepresented
communities, and drive positive cultural change," said Davis.
The Impact Index begins with a design brief
development process, and then media planners input all the elements
of a brand's current media plan including creative examples. Next,
the Index monitors, analyzes, and annotates publishers' content on
a four-stage scale of impact from positive to toxic. Once the
analysis is completed, Mindshare works with its clients to make
strategic decisions on their media investments. Using its
proprietary tool, Synapse, the agency can also forecast potential
media spending and allocations' impact on projected business
objectives. These inputs enable marketers to create inclusive,
intentional media plans supporting their businesses and
communities.
"Some of the most positive, constructive journalism today uses
words and phrases that have been defined as sensitive by brand
suitability solutions," says Chris
Vargo, co-founder and CEO of socialcontext.ai. "We've built
a system that understands the true social context of news content.
This allows Mindshare and their clients to quantify the human
impact of their investments, fund quality news and mitigate the
unintended consequences of well-intentioned but overbroad brand
suitability tools."
About Tyson Foods
Tyson Foods (NYSE: TSN) is one
of the world's largest food companies and a recognized leader in
protein. Founded in 1935 by John W.
Tyson and grown under four generations of family leadership,
the Company has a broad portfolio of products and brands like
Tyson®, Jimmy Dean®, Hillshire Farm®, Ball Park®, Wright®,
Aidells®, ibp® and State Fair®. Tyson Foods innovates continually
to make protein more sustainable, tailor food for everywhere it's
available and raise the world's expectations for how much good food
can do. Headquartered in Springdale,
Arkansas, the Company had approximately 137,000 team members
at October 2, 2021. Through its Core
Values, Tyson Foods strives to operate with integrity, create value
for its shareholders, customers, communities and team members and
serve as a steward of the animals, land and environment entrusted
to it. Visit www.tysonfoods.com.
About Mindshare
Mindshare is a media services company
that accelerates Good Growth for its clients in the age of
transformation. Good Growth is business growth that is
enduring and sustainable whilst also helping to shape society and
the world for the better. We accelerate it for our clients by
using media as a multiplier to drive sales and maximize
marketing investments. We use Precisely Human Intelligence
that combines data science and behavioral science to understand
consumers and their motivations better and we act on that
intelligence by planning media with intention to connect
brands with consumers around their shared values. We were the first
purpose-built company created by WPP and today our 10,000 people
operate in 116 offices in 86 countries, helping to drive Good
Growth for our clients, our people, the industry and the world.
www.mindshareworld.com
Instagram and Twitter: @mindshare_usa
Facebook: facebook.com/mindshareusa
LinkedIn: LinkedIn.com/company/mindshare
About socialcontext.ai
Socialcontext.ai detects
diversity, equity and inclusion ad opportunities on news
content. Our patent-pending deep learning approach is built by
journalism, advertising and data science professors at the
University of Colorado Boulder. We
positively target news articles with unrivaled precision and
safety. Socialcontext.ai allows advertisers to meet their DEI goals
by enabling them to invest in ads on news content that matches
their core values. Each algorithm socialcontext.ai builds is
designed to identify only quality, credible journalism that
brings awareness to positive social change.
Socialcontext.ai expands the programmatic reach of advertisers
and recovers ~20% of impressions blocked due to overbroad brand
safety. Using deep learning, each algorithm is built on data
analyzed by our experts. Each socialcontext.ai segment is the
product of tens of thousands of human annotations and is only
released when its classification performance metrics reach academic
peer-review standards. The result is article-level news
intelligence with accuracy, precision and recall unmatched by
current sentiment and entity recognition approaches.
Our AI is ethically reviewed by outside academics. We take
transparency seriously and allow advertisers to see "under the
hood" to understand exactly what is inside each segment we
build
https://socialcontext.ai/
Instagram and Twitter: @socialcontextai
LinkedIn: https://linkedin.com/company/socialcontext
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SOURCE Mindshare