Mumbai: Pearson, a lifelong learning company, has launched an insightful new campaign for the Pearson Test of English (PTE), highlighting the test’s commitment to fairness and unbiased evaluation. The #PTEforFairness campaign emphasizes how unconscious biases toward appearances, accents, and cultural differences can unfairly impact English language test scores, limiting opportunities for many deserving individuals.
The campaign, featuring Bollywood star Vicky Kaushal, shines a light on the detrimental effects of unconscious bias in language testing. Drawing on findings from a survey conducted by PTE, the campaign focuses on how ingrained stereotypes affect candidates, particularly in high-stakes situations such as English language proficiency exams. It calls attention to how these biases can hinder global mobility and professional opportunities for many.
The brand film features a compelling narrative that presents the experiences of three test takers, showcasing their everyday encounters with prejudice based on their looks, accents, and appearances. The first layer of the story depicts moments where these individuals experience judgement in daily life – from a girl with red highlights being stared at at a bus stop, to a turbaned Sikh boy practising his American-style pronunciation of ‘water,’ and a corporate professional hiding his tattoos before heading to work. These scenes underscore how unconscious bias can erode confidence and make people feel self-conscious in both personal and professional environments.
As the film progresses, it reveals how the same individuals thrive in their PTE test experience. The second layer of the narrative highlights PTE’s commitment to fairness, showcasing how the test eliminates face-to-face interviews and uses technology that can recognize over 125 accents. This ensures that candidates are judged solely on their language skills, not their appearance or accent, making the test a more equitable and accurate reflection of their abilities.
Rachel Exton, Vice President of Marketing at Pearson, commented on the campaign, saying, “Unconscious bias is often deeply ingrained in our society, impacting people’s futures in ways they may not even recognize. These biases persist even in the English proficiency space, especially in a diverse country like India where accents, attire, and cultural nuances change across regions. But none of these factors should affect how proficient someone is in English. That’s exactly what we aim to convey through the #PTEforFairness campaign.”
To complement the brand film, PTE has created a series of 20-second short films featuring Vicky Kaushal, who takes on the role of a friendly advisor. In these shorts, he encourages the individuals featured in the brand film to embrace their uniqueness, including their original accents, and reassures them that the PTE test will only assess their English language skills. At the end of each video, Vicky reinforces the campaign’s key message with the hashtag #PTEKarBefikar, reminding audiences of the stress-free and inclusive test experience offered by PTE.
