2021 Winner
BronzeBest Use of Social Media
POCAM
"Click to Count"
Barrett and Welsh
"Click to Count"
Barrett and Welsh
In 2020, the People of Colour in Advertising and Marketing (POCAM) launched Visible and Vocal, a survey to capture what it means to be a person of colour working in advertising and marketing in Canada. With the goal of recruiting at least 120 respondents, POCAM launched a social campaign that reminded BIPOC professionals of the need to make themselves visible and heard.
Posts on LinkedIn presented real industry data with the sarcasm and humour that typifies social media activism with the goal of provoking an immediate response. For example, one ad rhetorically invited potential respondents to “name exactly three creative directors who are BIPOC.”
The posts earned nearly 10,000 views on the platform and helped attract 309 respondents – more than double the target.
Posts on LinkedIn presented real industry data with the sarcasm and humour that typifies social media activism with the goal of provoking an immediate response. For example, one ad rhetorically invited potential respondents to “name exactly three creative directors who are BIPOC.”
The posts earned nearly 10,000 views on the platform and helped attract 309 respondents – more than double the target.
Credits
Gavin Barrett, Art Director and Copywriter