INTUIT team says: Ross’s work explores issues around language and stigma. Language matters because it impacts how we define and feel about ourselves and others. A simple change or shift in language can have a great impact on people’s life. When used appropriately, language can be a source of empowerment and a tool to create change. Community members, activists and advocates play a critical role for ensuring that choices of language and new discourses do not reinforce stigma for those living with a condition like HIV. The Woke app challenges us to think about how a system could be designed to raise awareness about inclusivity in our everyday communication.