2026 Winner
JURY PRIZE, ILLUSTRATION
SilverPrint
BronzeIntegrated Campaign
Monsoon Communications
"Civic Sense Campaign"
"Civic Sense Campaign"
As conversations around civic behaviour in Canada became increasingly visible—and often polarized—advertisers were avoiding seeing the issue through a multicultural lens, largely due to the risk of appearing judgmental or reinforcing stereotypes.
“Civic Sense” set out to navigate that tension by reframing the topic not as enforcement, but as belonging, speaking directly to newcomers in a way that felt culturally fluent and credible. Grounded in the insight that individual actions are often seen as representative of an entire community, the campaign connected everyday behaviours to their broader cultural implications through simple, emotionally resonant lines like, “You litter in the streets of Toronto, but India gets trashed.”
The work was delivered across digital, print, and OOH in community-specific environments, from transit stops to South Asian grocery stores in Brampton and Mississauga. By meeting audiences within their daily routines and speaking to them across multicultural media platforms, the campaign sparked meaningful engagement and conversation, demonstrating that culturally informed messaging can address sensitive societal issues without alienation, and positioning civic responsibility as a shared, community-driven standard.
“Civic Sense” set out to navigate that tension by reframing the topic not as enforcement, but as belonging, speaking directly to newcomers in a way that felt culturally fluent and credible. Grounded in the insight that individual actions are often seen as representative of an entire community, the campaign connected everyday behaviours to their broader cultural implications through simple, emotionally resonant lines like, “You litter in the streets of Toronto, but India gets trashed.”
The work was delivered across digital, print, and OOH in community-specific environments, from transit stops to South Asian grocery stores in Brampton and Mississauga. By meeting audiences within their daily routines and speaking to them across multicultural media platforms, the campaign sparked meaningful engagement and conversation, demonstrating that culturally informed messaging can address sensitive societal issues without alienation, and positioning civic responsibility as a shared, community-driven standard.
Credits
Sachi Mukerji - CCOAayush Kundnani - Copywriter
Nandu Oturkar - Art Director
Benjamin Borges - VP, Client Services
Mahima Kankani - Account Manager
Sunith Lobo - VP, Media