2024 Winner
SilverPromotion
SilverBrochures/Print Collateral
Egale
"Pride Unravelled"
VML
"Pride Unravelled"
VML
In response to rising anti-LGBTQ+ incidents in Canada, Egale and VML took action to fill the data gap when the federal government stopped tracking anti-LGBTQ+ hate in 2021. Egale tracked anti-LGBTQ+ protests using the Armed Conflict Location & Event Data Project (ACLED), and analyzing social media posts to identify hateful terms targeting the LGBTQ+ community. To highlight the severity of these incidents, Egale launched “Pride Unravelled,” featuring a Pride flag missing 6,423 threads, each symbolizing an act of hate in the first three months of 2023.
The campaign incorporated diverse voices, capturing their reactions for a film, and deploying the flag across multiple media channels. The campaign spurred action nationwide, with widespread use of campaign assets by various organizations. Notably, the government pledged $1.5 million for increased Pride event security following Egale’s advocacy. Three months post-launch, StatsCan released its first anti-LGBTQ+ hate report in over two years.
The campaign incorporated diverse voices, capturing their reactions for a film, and deploying the flag across multiple media channels. The campaign spurred action nationwide, with widespread use of campaign assets by various organizations. Notably, the government pledged $1.5 million for increased Pride event security following Egale’s advocacy. Three months post-launch, StatsCan released its first anti-LGBTQ+ hate report in over two years.
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