2023 Winner

“Add the M” was an initiative by YWCA Metro Vancouver that highlighted gender inequality and encouraged gender equity in the sports world. The concept was simple: take the iconic logos from men’s sports leagues and add an M in front of each one – duplicating the way W is added to the front of logos for women’s sports. The campaign, by Rethink, was launched on YWCA social channels and was supported by key sports figures and gender equity activists. People were encouraged to hack logos on Instagram and in real life, using the hashtag #addtheM. A ready audience answered the call: the Women’s Football Fan Collective, for example, added the M to the English Premier League. The campaign made headlines across the globe and achieved a total overall reach of over 102 million impressions.

Credits

Chief Creative Officer: Aaron Starkman
Executive Creative Director: Mike Dubrick
Head of Art: Joel Holtby
Creative Director: Leia Rogers
ACD/Art Director: Skye Deluz, Hayley Hinkley
ACD/Copywriter: Jacquelyn Parent
Chief Strategy Officer: Sean McDonald
Strategy Director: Nicole Rajesky
Producer: Teresa Bayley, Kyle Hicks
Studio Artists: Brad Kumar, Todd Bennett
Editor: Tyler Erdalac, Thomas McKeen
Sound Editor: Grayson Music
Developer: Brad Stapleton, Steve Lam
Kat McKeen, Group Account Director
Kennedy Crawford, Account Director
Nicole Kerrigan, Account Manager
Jessie Durand, Account Manager
Strategic Communications Lead: Meredith Montgomery
Account Director: Sara Lemmermeyer
Editorial Lead: Lianne George
PR Coordinator: Kaitlyn Vian

Client:
Amy Juschka, Director, Advocacy and Communications