2023 Winner

In Quebec, systemic racism has been a longstanding issue, with little help from a premier who publicly denies its existence. To make the issue visible, Amnesty International developed “The Systemic Racism Pin” with TAXI. The campaign hacked Google Map’s functionality to create ‘Systemic Racism’ as a geolocated place, placing it in front of Quebec’s Parliament. The pin became the hub for the campaign, where content of prominent activists was uploaded and where people used the Reviews section to share testimonials about systemic racism. With hundreds of comments flooding the hub in the first days, Google Maps removed the pin. The campaign then directed people to use the Reviews section of the Parliament, which couldn’t be deleted, to make their comments. With more than 500 testimonials in the first week, the campaign helped make systemic racism a leading topic in the province’s following election, leading to historic changes such as a new bill on racial profiling, the removal of preferred race on adoption forms and the election of the first Indigenous woman to Quebec’s National Assembly.

Credits

Graham Lang, Chief Creative Officer, TAXI
Alexis Bronstorph, Chief Creative Officer, TAXI
Kelsey Horne, Chief Creative Officer, TAXI
Alexandre Béland, Creative Director, TAXI
Alexis Caron-Côté, Creative Director, TAXI
Alexandre Béland, Art Director, TAXI
Marie Cermakova, Art Director, TAXI
Nicolas Baillargeon, Art Director, TAXI
Maeva Moatti, Art Director, TAXI
Alexis Caron-Côté, Copywriter, TAXI
Whitney Tam, Copywriter, TAXI
Vincent Leblanc, Copywriter, TAXI
Philippe Brosseau, Copywriter, TAXI
Rafik Belmesk, VP Strategy, TAXI
Amy Delafontaine, Strategist, TAXI
Marie-Josée Bourque, Group Account Director, TAXI
Maxime Mercier, Account Director, TAXI
Caroline Macret, Client Services, TAXI
Gabriel Trépanier, Client Services, TAXI
Alexandra Michaud, Producer, TAXI
Laurence-Etienne Hilman, Producer, TAXI
Kelsey-Lynn Corradetti, Producer, TAXI
Paul Bergeron, Editor
Hugo Dubé-Bouchard, Editor
Danielle Bouchard, Editor
Video content: Romeo
Jorge Camarotti, Director, Romeo
Vanessa Vick, Producer, Romeo
France-Aimy Tremblay, Producer, Romeo
Jeremy Scialom, Producer, Romeo
Gabrielle Lavoie, Producer, Romeo
Antoine Foley Dupont, Editor, Romeo
Music: Circonflex
Pierre-Hugues Rondeau, Sound Engineer, Circonflex
Craig Murdock, Sound Engineer, Circonflex
Charlène Blanchette, Production Coordinator, Circonflex
Media: BICOM Communications
Virginie Doré-Lemonde, Account Director, BICOM Communications
Juliette Dubois, Digital & Social Media Coordinator, BICOM Communications
Khoudia Ndiaye, Director of Communications, Philanthropic Development and Strategy, Amnesty International
Gabrielle Pauzé, Director of Operations, Amnesty International
Camille Ducroquet, Communications Manager, Amnesty International
Zaida Marquez, Project Manager, Amnesty International
Mathieu Gaubert, Social Media & Digital Communications Manager, Amnesty International