2022 Winner
GoldDigital
Black Business
and Professional
Association (BBPA)
"The Micropedia of Microaggressions"
Zulu Alpha Kilo
and Professional
Association (BBPA)
"The Micropedia of Microaggressions"
Zulu Alpha Kilo
The hurt and mental harm that arises from subtle daily put-downs, assumptions and comments known as microaggressions can take a toll on people of marginalized groups. To create the self-awareness required to prevent these unwelcome comments, the Black Business and Professional Association (BBPA), along with Zulu Alpha Kilo, created “The Micropedia” – the world’s first encyclopedia of microaggressions. “The Micropedia,” modeled after other community-driven wikis, is a constantly expanding learning tool with definitions, information and real-world examples of microaggressions, where users are invited to contribute their own experiences.
The content was developed with contributions from organizations on the frontlines of diversity, equity and inclusion, including the Canadian Congress on Diversity and Workplace Equity, Pride at Work and the Diversity Institute. The success of “The Micropedia” demonstrates the appetite for this resource, with the project being picked up by local and international press. With no paid promotion, the site has attracted users from over 115 countries and received nearly double the total number of entries in user submissions. Companies such as EY and Telus have incorporated the tool in their DEI efforts. Included as part of the Government of Canada’s 50-30 Challenge program to ramp up diversity practices in Canadian organizations, the impact of “The Micropedia” can only grow greater.
The content was developed with contributions from organizations on the frontlines of diversity, equity and inclusion, including the Canadian Congress on Diversity and Workplace Equity, Pride at Work and the Diversity Institute. The success of “The Micropedia” demonstrates the appetite for this resource, with the project being picked up by local and international press. With no paid promotion, the site has attracted users from over 115 countries and received nearly double the total number of entries in user submissions. Companies such as EY and Telus have incorporated the tool in their DEI efforts. Included as part of the Government of Canada’s 50-30 Challenge program to ramp up diversity practices in Canadian organizations, the impact of “The Micropedia” can only grow greater.
Credits
Agency: Zulu Alpha KiloChief Creative Officer: Zak Mroueh
Executive Creative Director: Stephanie Yung, Christina Yu
Art Director: Andrea Por
Writer: Christina Roche
Design Director: Jeff Watkins
Designer: Zoe Kim
UX/UI Designer: Damian Simev
Account Team: Rob Feightner, Karla Ramirez, Michael Brathwaite.
Planning Team: Spencer MacEachern, Adrian Ver, Patrick Henderson, Sean Bell
Agency Producers: Rebecca Adams, Kenneth Haz
Production Director: Ola Stodulska
Partner: Nadine Spencer, Black Business and Professional Association
Partner: Alex Ihama, Canadian Congress on inclusive diversity and workplace equity
Partner: Wendy Cukier, Diversity Institute, Ryerson University
Partner: Colin Druhan, Pride at Work Canada
Studio Director: James Graham
Developers (web): Jake Edwards, Kyle Collins, Ariana Emond
Production Artist: Pavel Petriycki, Mila Lukezich, Cecilia Bernasch
Production House: Zulubot
Director: Barbara Shearer
Production House Producer: Lauren Schell, Mitch Cappe, Adam Palmer, Jackie Pal
Executive Producer: Tom Evans
Cinematographer/DOP: Greg Bennet
Key Grip: Prassan Patel
Editing Company: Zulubot
Editor: Jessie Posthumus, Felipe Chaparro
Animation: Ashlee Mitchell
Post Producer: Sarah Dayus, Mariya Guzova
Online: Felipe Chaparro
Motion Graphics: Mike Sevigny
Special Effects: Jay Baker
Colourist: Felipe Chaparro
Audio Production / Scoring: Pirate Toronto
Executive Producer: Maggie Blouin Pearl
Engineer: Ian Boddy
3D Motion Design: Flavio Carvalho, Steve Kelly
Audio Social: Noah Mroueh