Intersectionality

The campaigns, brand initiatives and global pioneers that are driving future-facing directions in diversity, inclusion, and across spirituality, sexuality, neuro-diversity, ability and disability.

Need to Know
24 : 03 : 21

By Gursharan Panesar, Rumi Josephs and Abi Buller

Harnessing the power of crypto to encourage dog adoptions, Swell’s voice-led social network for more thoughtful discussions and UK’s equality gap widens as a result of the pandemic.

In today's news:
A crypto campaign to boost US dog adoptions A crypto campaign to boost US dog adoptions
IKEA sounds out its catalogue in audio format IKEA sounds out its catalogue in audio format
Swell’s voice note social app reframes online discourse Swell’s voice note social app reframes online discourse
Stat: UK social inequality worsens amid Covid-19 Stat: UK social inequality worsens amid Covid-19

A crypto campaign to boost US dog adoptions

AdoptaDogecoin by Finn and Ogilvy Social.Lab AdoptaDogecoin by Finn and Ogilvy Social.Lab
AdoptaDogecoin by Finn and Ogilvy Social.Lab AdoptaDogecoin by Finn and Ogilvy Social.Lab
AdoptaDogecoin by Finn and Ogilvy Social.Lab AdoptaDogecoin by Finn and Ogilvy Social.Lab

US – Pet wellness brand Finn has launched #AdoptaDogecoin – a campaign rewarding people who adopt a dog with a cryptocurrency investment.

Created by communications agency Ogilvy Social.Lab, the campaign takes inspiration from the Doge meme and likens the long-term investment in owning a dog to fiscally investing into crypto. In order to encourage dog adoptions, Finn will donate 500 Dogecoin cryptocurrency to each person who re-homes a dog from the brand’s partnering shelters.

‘Adopting a dog is a life-long commitment, the longer you spend time with a dog the more it becomes part of your family… we wanted to underline this truth with a long-term investment plan, with Dogecoin cryptocurrency,’ explains Tolga Büyükdoganay, executive creative director, at Ogilvy Social.Lab Amsterdam.

As cryptocurrencies edge into the mainstream, brands are looking to them as a way to incentivise behaviour and bolster loyalty. Discover more use cases in our microtrend Crypto-Loyalty.

IKEA sounds out its catalogue in audio format

Ikea audio catalogue 2021, US Ikea audio catalogue 2021, US
Ikea audio catalogue 2021, US Ikea audio catalogue 2021, US

US – The furniture retailer is offering its 2021 catalogue as a non-visual audio format, providing an alternative to its traditional paper-based design.

Following on from the brand’s decision to seize the production of its physical catalogue to curb paper use and waste, this one-off project by Ogilvy by New York further acknowledges the changing ways its customers consume media. Available as a podcast on Spotify and AudioBooks.com, as well as a series of visual-free videos on YouTube, the upbeat auditory experience takes the form of a full catalogue read-through– complete with legal disclaimers and entertaining soundbites.

The audio format also offers a level of convenience for consumers, allowing them to connect with the retailer’s content without having to manually browse through a visual medium.

IKEA demonstrates how retailers are experimenting with Multimedia Storefronts to elevate their e-commerce offering. Explore this trend within Feedback Frontiers.

Swell’s voice note social app reframes online discourse

Swell app Swell app

US – Social audio network Swell lets users share single voice notes to encourage more considerate discussions online.

The app allows members to post recordings up to five minutes long, dubbed Swellcasts, that can be accompanied with images and links. Other users can respond with their own audio replies, generating an audio-centric forum. Wider features include audio-only group chats for private discussions and a HTML widget that allows conversations to be embedded on any website.

By making the exchanges through single recordings, as opposed to audio chat rooms as seen with Clubhouse, the company hopes to inspire more respectful and thoughtful responses between users.

‘While most social audio companies are focused on real-time audio chat, Swell frees up its users to keep talking on their own time,’ shares Sudha Varadarajan, co-founder and CEO of Swell. [This makes it] easier to stay connected with friends, family and co-workers when you don't have to coordinate schedules.’

Explore more aural-first online spaces that inspire consumers to have more meaningful conversations, in our microtrend Connective Audio.

Stat: UK social inequality worsens amid Covid-19

Quarantine Together , US Quarantine Together , US

Most people in the UK believe Covid-19 has had an impact on the nation’s inequality, according to research by YouGov.

Some 56% of British people believe the pandemic has increased social inequalities. Meanwhile, four in five adults (79%) now believe there is a large gap between different social classes. These figures are also in line with growing evidence that the pandemic is disproportionately affecting those from disadvantaged backgrounds.

‘This poll dramatically underlines public concern about growing social inequality. Government, employers and educators should listen and act,’ says Steven Cooper, interim co-chair of the Social Mobility Commission. ‘The most disadvantaged – at home, school or work – should now be put centre stage in any recovery plan.’

As consumers continue to navigate the inter-Covid period, brands have an opportunity to support society in rebuilding communities and working towards a future of greater equality and connectedness. For more, discover The Dislocated World.

Why brandsplaining is retail’s new battleground

Why brandsplaining is retail’s new battleground:

Brands continue to market to women using sneaky sexism and corporate feminism tactics, say Jane Cunningham and Philippa Roberts,...

 Advertising : Retail : Society
Affirmative Banking

Affirmative Banking:

As the pandemic spotlights conversations about financial equality, new fintech disruptors created by and for intersectional communities...

 FinTech : Technology : Finance
We must re-centre wellness on POC experiences

We must re-centre wellness on POC experiences:

Poonam Dhuffer, founder of self-awareness platform YSM8, says it’s time for the wellness to re-centre on Black, brown and POC practices...

 Health & Wellness : Intersectionality : Society
Connective Audio

Connective Audio:

To make up for a lack of in-person interactions, consumers are turning to aural online spaces to have meaningful conversations.

 Media And Entertainment : Technology : Aural Experiences
Degree makes deodorant disability-friendly

Degree makes deodorant disability-friendly:

The inclusive deodorant uses packaging design to enable greater accessibility for people with disabilities.

 Beauty : Health And Wellness : Inclusive
DHL delivers accessibility with AI

DHL delivers accessibility with AI:

Courier company DHL is catering for the accessibility needs of shoppers through a partnership with artificial intelligence (AI)...

 Retail : Technology : Inclusivity
Airbnb gets inclusive with neurodiverse virtual experiences

Airbnb gets inclusive with neurodiverse virtual experiences:

Online travel platform Airbnb is expanding its virtual experiences to cater for the needs of neurodiverse guests.

 Virtual : Travel : Hospitality
Building hotels that uplift Black culture

Building hotels that uplift Black culture:

The co-founder and chief innovation officer of Homage, a growing US hotel chain, are centring the Black hospitality experience on rest,...

 Hospitality : Leisure : Music
A digital bank boosting Asian American communities

A digital bank boosting Asian American communities:

Fintech disruptor Cheese targets Asian Americans and Asian immigrants with specialised banking tools and a philanthropic mission.

 Fintech : Banking : Inclusion
It’s time sexual wellness got real

It’s time sexual wellness got real:

The most interesting part of sexual wellness R&D is how it’s helping us to better understand human sexuality through an intersectional...

 Health & Wellness : Seuxal Wellness : Intersectionality
Dove boosts diversity in other brands’ adverts

Dove boosts diversity in other brands’ adverts:

Beauty brand Dove is calling on global brands to improve diversity in their advertising – by offering to cover modelling costs.

 Media : Beauty : Diversity
The future according to: Azeema magazine

The future according to: Azeema magazine:

From creating a magazine for MENASA womxn to offering agency services, Azeema’s founders discuss the necessity of accurate media...

 Youth : Media : Advertising
Equilibrium Cities

Equilibrium Cities:

Citizens are demanding a more receptive and equitable built environment that will allow future urban generations, nature and businesses...

 Future Cities : Health And Wellness : Intersectionality
Post-conscious Travel

Post-conscious Travel:

Sustainable travel has been bastardised. A new wave of innovators are trading in buzzwords to redefine what it means to travel consciously.

 Travel : Hospitality : Tourism
Adaptive Fashion Market

Adaptive Fashion Market:

Fashion brands are addressing the sector’s ableist design history, tackling representation, wearability and material innovation for a...

 Fashion : Retail : Inclusivity
Five beauty disruptors on the rise

Five beauty disruptors on the rise:

From empowerment glitter to egg-cloned vegan skincare, discover the new innovators driving a revolution in the beauty industry.

 Beauty : Health : Wellness
Reclaiming Black Beauty

Reclaiming Black Beauty:

Innovative black founders are authentically understanding and prioritising the requirements of black beauty consumers, pushing the...

 Beauty : Retail : Inclusivity
Everyday tech gets an inclusive overhaul

Everyday tech gets an inclusive overhaul:

Emerging tech solutions are pushing access and inclusivity to the fore, enhancing everyday life and usability for those who are...

 Technology : Society : Disability
Folx is healing broken queer healthcare systems

Folx is healing broken queer healthcare systems:

Folx is a new digital healthcare system aimed at the queer and trans+ community.

 Health : Wellness : Online
Tackling racism in brands’ audio content

Tackling racism in brands’ audio content:

Steve Keller, sonic strategy director at Studio Resonate, says our racialised ears are creating whitewashed audio content – and it’s...

 Advertising : Audio : Diversity
Diversifying Nature

Diversifying Nature:

As consumers swap once-bustling metropolitan hubs for greener spaces, collectives and brands are ensuring the great outdoors remains...

 Intersectionality : Leisure : Future Cities
The youth voices of Intersectional Environmentalism

The youth voices of Intersectional Environmentalism:

With one-size-fits-all sustainability goals excluding people of colour, Gen Z are combining social justice with environmental activism.

 Youth : Sustainability : Intersectionality
The BBC and Getty spotlight diverse modern families

The BBC and Getty spotlight diverse modern families:

The brands are working together on a project to create a more inclusive library of images of British families and children.

 Society : Diversity : Family
Juniper Unlimited offers disability-inclusive fashion

Juniper Unlimited offers disability-inclusive fashion:

Activist Sinéad Burke’s adaptive clothing marketplace Juniper Unlimited houses brands that target people with disabilities, aiming to...

 Fashion : Retail : Design
Via Maris is a modernist Judaica brand

Via Maris is a modernist Judaica brand:

Via Maris aims to modernise Jewish cultural objects, re-engage Jewish people with their faith and introduce Judaism to a wider audience.

 Retail : Society : RS
Stat: Co-viewing bolsters advertising receptivity

Stat: Co-viewing bolsters advertising receptivity:

A study by Vevo in partnership with Magna and IPG Media Lab reveals how streaming services increase co-viewing and people’s receptivity...

 Advertising : Media And Entertainment : Marketing
The LA28 Olympics’ branding is for everybody

The LA28 Olympics’ branding is for everybody:

Diversity, inclusion and self-expression are honoured in the branding for the 2028 Olympic and Paralympic Games.

 Advertising & Branding : Design : Diversity
Graphic Activism

Graphic Activism:

Activism narratives are being reframed through the lens of one-world, future-positive mindsets, fuelled by online conversation and...

 Society : Design : Fashion
A card game that inspires inclusive design

A card game that inspires inclusive design:

Cards For Humanity is a practical online game that aims to encourage creatives to design more inclusively.

 Society : Design : Online Gaming
Brother 2.0 gives visibility to intersectional models

Brother 2.0 gives visibility to intersectional models:

Brother Models is pushing towards an inclusive future of casting by adding a diversity board to its portfolio.

 Society : Beauty : Fashion
Trans-positive beauty and wellness campaigns

Trans-positive beauty and wellness campaigns:

Historically entrenched in cisgender heteronormative ideals, health and beauty brands are beginning to lead conversations about Trans+...

 Health And Wellness : Transgender : Non-binary
Gender-neutral underwear that shuns stereotypes

Gender-neutral underwear that shuns stereotypes:

Swedish label Kön says underwear doesn’t need to be categorised, with the launch of its gender-neutral collection.

 Fashion : Retail : Society
Black Lives Matter: the business response

Black Lives Matter: the business response:

Global brands and their employees are using their reach and influence to support the Black Lives Matter movement and the future...

 Black Lives Matter : Society : Campaign
Moral Commerce

Moral Commerce:

In the wake of Black Lives Matter, consumers are seeking brand allies and making shopping decisions informed by their socio-political...

 Retail : Finance : Sustainability
It’s time to decolonise education, say Gen Z

It’s time to decolonise education, say Gen Z:

Galvanised by the Black Lives Matter movement, Generation Z are using social media to (un)learn behaviours and catalyse decolonised...

 Youth : Education : BLM
Dear business leaders: black people are tired

Dear business leaders: black people are tired:

As company leaders, remember your humanity, suspend your disbelief and work to become anti-racist, writes Nyasha Pitt, chair of...

 Society : Black Lives Matter : Workplace
What really matters to brands?

What really matters to brands?:

Instead of using the fallout from George Floyd’s murder to improve their social equity, brands need to stop and learn from the Black...

 Society : Black Lives Matter : Civic Brands
Co-mmunity Spaces

Co-mmunity Spaces:

New hospitality spaces are drawing inspiration from co-working and members’ clubs with hybrid offerings that mix work, play and rest...

 Workplace : Society : Hospitality
Inclusive Nomadism

Inclusive Nomadism:

Remote and co-working is becoming more inclusive, driven by initiatives focused on community, access and career development.

 Technology : Workplace : Travel
Empowered Travel

Empowered Travel:

In an industry tainted by colonial roots, travel brands are shifting their priorities towards the empowerment and rights of indigenous...

 Travel : Hospitality : Culture
Black & Abroad empowers black tourism in Africa

Black & Abroad empowers black tourism in Africa:

The travel company is championing black travellers by asking them reclaim the statement ‘Go Back to Africa’.

 Travel : Culture : Hertiage
Lyne Zein on luxury for the gender-fluid consumer

Lyne Zein on luxury for the gender-fluid consumer:

The founder and creative director of Paris-based, non-binary store L’Insane on the future luxury consumer, new communities and why the...

 Luxury : Youth : Retail
These baths challenge heteronormative architecture

These baths challenge heteronormative architecture:

Designer Reily Joel Calderón Rivera has envisaged more inclusive public bathrooms for the University of Puerto Rico.

 Society : Design : Inclusivity
Tesco’s plasters are a lesson in brand inclusivity

Tesco’s plasters are a lesson in brand inclusivity:

The UK supermarket's range of skin-tone fabric plasters are the result of working closely with its staff.

 Society : Health : Diversity
Mattel’s gender-inclusive doll line challenges norms

Mattel’s gender-inclusive doll line challenges norms:

The toymaker has unveiled a collection of customisable, gender-inclusive dolls.

 Youth : Society : Inclusivity
Accessible Retail Market

Accessible Retail Market:

Retailers are investing in the accessibility of their physical and digital channels to support the needs of disabled and neurodiverse...

 Retail : Inclusivity : Implicit Inclusivity
Starbucks Japan signals support to the D/deaf community

Starbucks Japan signals support to the D/deaf community:

Starbucks Japan has opened its first signing store for deaf and hard-of-hearing customers and employees.

 Food And Drink : Inclusivity : Accessible
Why audio is the future of virtual reality

Why audio is the future of virtual reality:

Daniel Sabio, aka The Glad Scientist, has built a career as a VR musician. Now he’s creating virtual experiences for people with visual...

 Technology : Gaming : Entertainment
A modelling agency that champions people with disabilities

A modelling agency that champions people with disabilities:

Laura Johnson and Zoe Proctor, co-founders of Zebedee Management, on their mission to increase the representation of people with...

 Fashion : Retail : Inclusivity
The emerging youth zines causing media anarchy

The emerging youth zines causing media anarchy:

Zines are becoming the platform of choice for youth in Malaysia, South Africa, China and Brazil to express alternative views away from...

 Youth : Media : Generation Z
Stat: Diversity in advertising is good for business

Stat: Diversity in advertising is good for business:

A new study from Deloitte agency Heat links diverse representation in ads to an increase in both stock value and public perception.

 Advertising : Inclusivity : Diversity
An inclusive toolkit for sex education in schools

An inclusive toolkit for sex education in schools:

The Department for Inclusive Education (DflE) was created to improve LGBT+ sex education in secondary schools.

 Youth : Sex : Education
Adaptive Beauty

Adaptive Beauty:

Innovative technology and packaging solutions are ushering in a new era of inclusivity for consumers with visual impairments and...

 Beauty : Inclusivity : Japan
Guide Beauty enhances the usability of make-up

Guide Beauty enhances the usability of make-up:

Guide Beauty is an adaptive make-up brand designed for people with Parkinson’s disease.

 Beauty : Health : Wellness
BECO invites businesses to steal its staff

BECO invites businesses to steal its staff:

To raise awareness of the disability employment gap, the social enterprise is highlighting the employability of its inclusive workforce.

 Workplace : Inclusivity : Society
Why hotels must do more for disabled guests

Why hotels must do more for disabled guests:

Bespoke Hotels Group co-founder and chairman Robin Sheppard on making hotels aesthetically creative and inclusive for disabled people.

Travel : Hospitality : Interiors
Inclusive mobility moves from the home to street

Inclusive mobility moves from the home to street:

Toyota WE brings together two concepts designed to enhance mobility in domestic and urban environments.

 Mobility : Technology : Far Futures
Families have evolved. Why haven’t brands caught up?

Families have evolved. Why haven’t brands caught up?:

Brands and advertisers are ignoring modern families. Could one solution lie in switching around the creatives and therefore cultural...

 Advertising : Future Family : Identity
LGBT+ Parenting Market

LGBT+ Parenting Market:

LGBT+ Parenting is on the rise, which means brands need a fresh approach to marketing to this unapologetic, influential consumer group.

 Society : Parenting : LGBT
Non-conformist Weddings

Non-conformist Weddings:

The wedding industry is responding to changing attitudes in society about who should marry and what type of ceremony they should have,...

 Future Family : Retail : Hospitality
The Uncoupled

The Uncoupled:

Meet the new community of citizens who are choosing to embrace singledom, polyamory and platonic love over traditional romantic...

 Tribe : Travel : Leisure
LGBT+ Travel Market

LGBT+ Travel Market:

With the growing acceptance of the LGBT+ community around the world, travel and hospitality brands are recognising the opportunity to...

 Travel : Hospitality : LGBT
Radical healing is the future of nightlife

Radical healing is the future of nightlife:

Aisha Mirza, the founder of sober club night Misery, explains why embedding therapy into the night-time economy is empowering...

 Youth : LGBT : Nightlife
MQBMBQ is a digital platform celebrating queer blackness

MQBMBQ is a digital platform celebrating queer blackness:

My Queer Blackness, My Black Queerness (MQBMBQ) is a new digital project exploring the multiple facets of black queer identity.

 Scoiety : Fashion : Diversity
Prom night must become a beacon of inclusivity

Prom night must become a beacon of inclusivity:

It’s time to put outdated traditions to rest. Schools across the globe have a responsibility to provide inclusive events that are open...

 Youth : Fashion : Education
Dr Anjan Chatterjee on humankind’s evolving perception of beauty

Dr Anjan Chatterjee on humankind’s evolving perception of beauty:

The author of The Aesthetic Brain says multiculturalism is changing our experience of beauty, yet technology is reducing the ability to...

 Wellness : Beauty : Global Wellness Summit
Why beauty brands need a holistic approach to diversity

Why beauty brands need a holistic approach to diversity:

Bridgette Howard, founder of Washington DC-based beauty incubator Parlor West Ventures, on the need for vertically integrated...

 Beauty : Inclusive Beauty : Venture Capital
Beauty has a responsibility to cater for men of colour

Beauty has a responsibility to cater for men of colour:

Blake Rascoe and Patrick Boateng, co-founders of skincare brand Ceylon, explain beauty’s representation problem and why brands need to...

 Beauty : New Masculinity : Skincare
Avatar models get an inclusive makeover

Avatar models get an inclusive makeover:

Three fresh faces on the digital modelling scene aim to break down diversity, individuality and inclusivity barriers.

 Technology : Beauty : Avatars
Uzza embraces vertically integrated inclusivity

Uzza embraces vertically integrated inclusivity:

Barcelona – A diverse business model is integral to the new skincare brand’s ethos.

 Beauty : Advertising : Media
Cake delivers sexual pleasure without labels

Cake delivers sexual pleasure without labels:

The sexual wellness brand’s line of lubricants are inspired by skincare and take a fluid view of gender and sexuality.

 Health And Wellness : Identity : Pleasure Revolution
Dove is rewriting the rules of female beauty

Dove is rewriting the rules of female beauty:

Sophie Galvani, global vice-president of Dove, on smashing stereotypes and celebrating beauty idiosyncrasies in the age of Algorithmic...

 Beauty : Female Futures : Media
Why age is the new diversity issue

Why age is the new diversity issue:

Ageism is the next frontier for diversity, so it’s time for brands to get informed about its nuances, writes Sarah Douglas, director of...

 Diversity : Ageism : The Flat-Agers
Flat Age Beauty Market

Flat Age Beauty Market:

The beauty sector is meeting the needs of Flat Age women with products and marketing that support maturing skin and hair – and their...

 Beauty : Advertising : The Flat Age Society
Inclusive Fitness

Inclusive Fitness:

New fitness influencers and gyms are showing how being fit and healthy doesn’t have to be the preserve of affluent white people.

 Fitness : Wellness : Health
The Market: Modest Wear Market 2019

The Market: Modest Wear Market 2019:

With the global modest wear market set to be worth £294bn ($373bn, €325bn) by 2022, fashion and retail brands are encouraged to explore...

 Inclusivity : Fashion : Modest Wear
Can football clubs become the ultimate civic brands?

Can football clubs become the ultimate civic brands?:

A rise in incidents of discrimination on the terraces is driving debate about the game’s role in helping to tackle major societal issues.

 Sport : Inclusivity : Culture
Calum Jacobs on why football journalism needs to create a space for black writers

Calum Jacobs on why football journalism needs to create a space for black writers:

The founder and editor of Caricom magazine, which explores the crossover between football and the black experience, on why the diversity...

 Media : Youth : Sports
Adidas redefines what it means to be sporty

Adidas redefines what it means to be sporty:

Adidas is tackling outdated fitness stereotypes in its latest campaign, Reimagine Sport, which celebrates the launch of its new women’s...

 Health : Wellness : Advertising
What if ADHD was recategorised as a skill set?

What if ADHD was recategorised as a skill set?:

Global – Yahoo has announced the creation of its Neurodiversity Employee Resource Group (ERG).

 Culture : Branding : Media
Nike signs its first disabled athlete

Nike signs its first disabled athlete :

The sportswear brand has exercised its commitment to diversity by signing athlete Justin Gallegos as its first professional athlete with...

 Fashion : Sport : Health And Wellness

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Eyewear Market Markets

Eyewear Market

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Media : Youth : Intersectionality
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The social media platform has been rebranded to focus on anti-authenticity amid a monotonous technology landscape.

Tech : Anti-authenticity Marketing : Social Media Platform
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Society : Wellbeing : Design
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Travel : Hospitality : LGBTQ+
Brynn Wallner on future-proofing luxury marketing Big Ideas

Brynn Wallner on future-proofing luxury marketing

The founder of Dimepiece, a platform educating women about luxury watches, says brands are failing to promote luxury as an investment.

Luxury : Youth : Branding
Flock Together inspires Gen Alpha urban birdwatchers News

Flock Together inspires Gen Alpha urban birdwatchers

Nature collective Flock Together's latest educational venture encourages urban Generation Alpha to partake in birdwatching.

Society : Gen Alpha : Inclusion
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Somerset House deprogrammes Black art history

The arts centre is inviting people to engage in an interactive online exhibition exploring the history of Black art.

Media : Technology : Art
Stat: UK social inequality worsens amid Covid-19 News

Stat: UK social inequality worsens amid Covid-19

Most people in the UK believe Covid-19 has had an impact on the nation’s inequality, according to research by YouGov.

Stat : Society : Covid-19
IKEA sounds out its catalogue in audio format News

IKEA sounds out its catalogue in audio format

The furniture retailer is offering its 2021 catalogue as a non-visual audio format, providing an alternative to its traditional paper-based design.

Shopping : Audio : Media
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Health : Wellness : Advertising
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