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MeritInfluencer/Talent Marketing
Egale
"Pride Unravelled"
VML
"Pride Unravelled"
VML
The Canadian government stopped tracking anti-LGBTQ+ hate incidents in 2021, so Egale decided to take on the task itself. With “Pride Unravelled,” by VML, data collected over three months was represented as a Pride flag with 6,423 missing threads, each representing an act of hate such as a protest or social post. The point was that if hate is left unchecked, there would be no flag to fly.
The unravelled flag was shared with three members from Canada’s LGBTQ+ community, whose reactions were captured on film. The unravelled flag itself appeared in print, OOH, digital, social and at live events. A website included safety tools and a bank of social media assets, which were downloaded and used by labour unions, schools, research centres and other advocacy organizations. Stories behind the 6,423 incidents were printed, bound with threads from the unravelled flag and sent to politicians. The campaign contributed to the Canadian government providing funding for increased Pride event security and to start tracking anti-LGBTQ+ hate incidents again after a two-year hiatus.
The unravelled flag was shared with three members from Canada’s LGBTQ+ community, whose reactions were captured on film. The unravelled flag itself appeared in print, OOH, digital, social and at live events. A website included safety tools and a bank of social media assets, which were downloaded and used by labour unions, schools, research centres and other advocacy organizations. Stories behind the 6,423 incidents were printed, bound with threads from the unravelled flag and sent to politicians. The campaign contributed to the Canadian government providing funding for increased Pride event security and to start tracking anti-LGBTQ+ hate incidents again after a two-year hiatus.
Credits
Graham Lang, Chief Creative Officer, TAXI/VMLAllen Kwong, Executive Creative Director, TAXI/VML
Mike Richardson, Creative Director, TAXI/VML
Zachary Richman, Copywriter, TAXI/VML
Logan Franklin, Art Director, TAXI/VML
Logan Franklin, Designer, TAXI/VML
Valentina Fortun, Designer, TAXI/VML
Kyle Simpson, Designer, TAXI/VML
Anh Nguyen, Designer, TAXI/VML
Jennifer Yoon, Designer, TAXI/VML
Amy Delafontaine, Strategist, TAXI/VML
Michal Fetsum, Strategist, TAXI/VML
Andrew Ahern, Group Strategy Director, TAXI/VML
Samantha Glasbey, Account Director, TAXI/VML
Aaron Nilsen, PR and Communications Lead, TAXI/VML
Heather Hyland, Producer, TAXI/VML
Jonathan Lajoie, Producer, TAXI/VML
Andrew O'Driscoll, Retouching, TAXI/VML
Henry Eugenio, Print Producer, TAXI/VML
Jessy Stark, Digital Producer, VML
William Lee, Banner Developer, VML
Sparks, Photography Production Company
Regina Garcia, Photographer, Sparks
Jonathan Lajoie, Director, TAXI/VML
Ash Tailor-Jones, Cinematographer, Freelance
Rooster Post Production, Editorial House
Colin Murdock, Editor, Rooster Post Production
OSO Audio, Music
Fort York VFX, Online/Post
Alter Ego Post, Colour
Doris Chung, Liquid Ink, Book Binding
Rogers, Media Company
Jennifer Boyce, Egale Canada, Director of Communications
Mark Fellion, Egale Canada, Director of Development