2022 Winner
GoldPrint
People of Colour in Advertising &
Marketing (POCAM)
"White Space"
Barrett and Welsh
Marketing (POCAM)
"White Space"
Barrett and Welsh
Armed with data from 2019 that indicated Toronto’s population is 48% white, but the same segment comprises 79% of the ad industry, the People of Colour in Advertising and Marketing (POCAM) needed to find an impactful way to encourage industry leaders to examine and improve their hiring practices.
Working with Barrett and Welsh, the organization created “White Space,” a B2B print ad consisting of a single blank white page that dramatized the enormity and unfairness of the imbalance, with minimal text at the bottom calling for change. The ad’s aim was to improve equity and hiring for BIPOC professionals in the Canadian advertising and marketing industry by encouraging decision-makers to commit their organizations to POCAM’s Call for Equity.
Working with Barrett and Welsh, the organization created “White Space,” a B2B print ad consisting of a single blank white page that dramatized the enormity and unfairness of the imbalance, with minimal text at the bottom calling for change. The ad’s aim was to improve equity and hiring for BIPOC professionals in the Canadian advertising and marketing industry by encouraging decision-makers to commit their organizations to POCAM’s Call for Equity.
Credits
Gavin Barrett, Chief Creative OfficerMike Welsh, Chief Creative Officer
Bhupesh Luther, Art Director