Graham Lang
Toronto, Canada
TitlePride Unravelled
BriefIn the U.S., an alarming number of homophobic and transphobic incidents have been tracked over the past few years. But in Canada, anti-LGBTQ+ hate hasn’t been tracked nationally since 2021, creating a dangerous perception that hate isn’t on the rise. Egale Canada wanted to raise the alarm and call for urgent action.First, we needed to collect the data ourselves. Using the Infegy Atlas analytics platform, we scrubbed every social post from Canada for hundreds of terms like ‘groomer’, ‘pedophile’, and ‘eradicate’ in relation to the LGBTQ+ community. We then tracked every anti-LGBTQ+ protest using the ACLED data project.The result? 6,423 hate-fuelled incidents from the first three months of 2023. A number we turned into a powerful data visualization by removing exactly 6,423 threads from a Pride flag.Our unravelled flag was promoted with a 60-second commercial, print, OOH, social, and live events. Everything drove to an online safety toolkit and downloadable social assets that people could use to spread our message. Then, the stories behind the 6,423 incidents were printed, bound with threads from the unravelled flag, and sent to government officials.The campaign inspired action. The government pledged $1.5M in funding for Pride security. The unravelled flag became a symbol to call out bigotry, being used by labour unions, schools, and research centres – as well as TikTokers, whose content received 120K+ organic views. Finally, we generated 73M media impressions from publications nationwide, many referencing our data as quantifiable proof that the rising tide of hate exists and cannot be ignored.
Agency
Campaign Pride Unravelled
Advertiser Egale
Brand Egale Canada

Want to see all the credits ? this content is for subscribers only

Subscribe and get unlimited access.

Be inspired by the best creative work from around the world.

Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
Editorial house
Chief Creative Officer G...am L..g Subscribers Only
Group Creative Director A...n K...g Subscribers Only
Creative Director M..e Ri.....son Subscribers Only
Copywriter Z....ry R....an Subscribers Only
Art Director L...n Fr....in Subscribers Only
Designer K..e S....on Subscribers Only
Designer ..h N...en Subscribers Only
Strategist ..y Del......ine Subscribers Only
Producer Jo....an L...ie Subscribers Only
Director Jo....an L...ie Subscribers Only
Photographer R...na G...ia Subscribers Only
Cinematography J...s Subscribers Only
Editor C...n M....ck Subscribers Only
Music ..o A...o Subscribers Only
Client Director Fr....ois E..l Subscribers Only
Client Director Je....er B...e Subscribers Only
Communications Fr....ois E..l Subscribers Only
Communications Je....er B...e Subscribers Only
Marketing Fr....ois E..l Subscribers Only
Marketing Je....er B...e Subscribers Only
Designer Va.....na F...un Subscribers Only
Strategist M...al F...um Subscribers Only
Digital Producer J...y S...k Subscribers Only

People related to this work

You might also like...

Trending

Create a free Talent profile and become a member of AdForum

Get Started