Empathic Speech Map
Facilitation, strategy development, and narrative of affection
Change begins when everyone speaks the same language
Challenge
In an increasingly diversity-conscious market, Dafiti Group recognized the need to align its internal communication with the values of inclusion and respect. The challenge was not just to avoid offensive terms or create a best practices manual — it was necessary to restructure language as a strategic tool for cultural transformation.
Dafiti Group's internal communication department sought Rede Afeta to develop a strategy that not only mapped language challenges but also promoted continuous learning and genuine engagement with the diversity agenda.
How to transform internal language into a vector of inclusion and belonging, without resorting to superficial or prescriptive approaches?
Strategy
Language as an inclusion strategy
The strategy was structured based on the Methodology of Affection and Participatory Design, placing employees as protagonists in building the solution:
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Co-creation with those who experience the process
Instead of imposing an external language, the proposal was to create an environment of exchange and active listening, so that employees could directly participate in building the new language approach.
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Active listening and empathy as a foundation
Language should not only inform but also welcome. Active listening was essential to map situations and terms that caused discomfort and exclusion.
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Continuous and engaging education
The strategy was designed to ensure that learning was incorporated organically and continuously, stimulating behavioral change through an accessible and emotionally connected learning process.
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Practical and applicable tool
The construction of an Empathic Speech Map was conceived as a practical and direct resource, capable of being consulted daily to guide employees in the application of more inclusive language.
The idea
A language that connects and transforms.
The creative proposal was to create a tone of voice that was:
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Welcoming — direct and humanized language, without a prescriptive tone.
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Sensitive — considering the emotional impact of words.
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Educational — facilitating understanding and daily use of inclusive language.
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Adaptable — allowing for adjustments and continuous evolution according to the context and needs of the team.
Language ceased to be just a means of communication to become an instrument of cultural transformation and belonging.
Process
From active listening to cultural transformation
1 Research and Speech Groups
Listening to transform.
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Conducting Speech Groups with employees from different sectors, creating a safe space for them to share experiences and map:
- Terms and expressions that generated discomfort or exclusion.
- Recurring situations of micro-aggressions or inappropriate language.
- Suggestions and more inclusive alternatives proposed by the employees themselves.
2 Development of the Empathic Speech Map
Transforming data into a practical tool.
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The collected insights were systematized to create a practical and intuitive guide, structured as a map for daily consultation:
- Potentially offensive or problematic terms.
- Suggestions for more empathetic and welcoming alternatives.
- Context and cultural origin of the terms.
- Application recommendations in different contexts.
The Map was developed to be a simple and easily accessible tool, integrating into the team's routine as a daily resource for consultation and continuous learning.
3 Courageous Conversations
Continuous and humanized learning.
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To complement the Empathic Speech Map, Courageous Conversations were created — lectures and discussion groups that combined technical content with art and entertainment, stimulating emotional engagement.
Courageous Conversations consolidated the change in behavior, encouraging the conscious use of language in everyday life.
4 Implementation and Monitoring
From theory to practice.
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After its launch, the Empathic Speech Map was incorporated into the Welcome Kit for new employees and made available on the intranet for easy access.
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Implementation was accompanied by a continuous listening process to assess adherence to the new language and identify opportunities for refinement and adaptation.
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The Courageous Conversations model was integrated into Dafiti's diversity strategy, ensuring the sustainability of cultural change.
Legacy
✔️ +1400 accesses to the Empathic Speech Map after launch.
✔️ 10K impressions and 42 shares on LinkedIn in one month of the campaign.
✔️ The Empathic Speech Map was incorporated into Dafiti's Welcome Kit and diversity strategy.
✔️ The Courageous Conversations model was incorporated as a tool for continuous education.
✔️ The impact went beyond language: the change generated a more welcoming work environment, stimulating creativity and a sense of belonging.
Technical sheet
EMPATHIC SPEECH MAP
Client Dafiti Group
Concept and Strategy Rede Afeta
Research and Copywriting Gabi Neves, Jesus Lumma e Thais Prado
Content Review Cileia Pontes
Expert Consulting (PwD) Daniel de Castro Gonçalves
Design Elisa Rocha
COURAGEOUS CONVERSATIONS
Client Dafiti Group
Concept and Strategy Rede Afeta
Research and Copywriting Gabi Neves, Jesus Lumma e Luiza Bomfim
Invited Speakers Renan Damascena e Tiago Koch