2026 Winner

When major tech platforms began discreetly rolling back DEI visibility by removing key cultural dates from default digital calendars, the YWCA saw an opportunity to turn erasure into action. “Rebook It” responded with a simple, participatory tool that allowed users to restore these moments directly into their own schedules. Built using Google’s open-source API, the platform enabled one-click rebooking of dates like International Women’s Day and Pride Month, each paired with educational context, while encouraging users to invite Google leadership as a form of protest. Timed to coincide with International Women’s Day, the initiative extended into targeted OOH placements outside Google offices in major cities, bringing digital activism into the physical world. Despite a modest budget, the campaign sparked participation across 69 countries, drove more than 11,000 rebookings and increased traffic to YWCA platforms by 270%, repositioning the organization as a modern voice in global advocacy.

Credits

Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Chief Operations Officer: Caleb Goodman
Executive Creative Director: Xavier Blais, Leia Rogers
Creative Director: Xavier Blais, Leia Rogers
Writer: Jean-Christophe Diaque
Art Director: Léa Laure Bergeron, Patrick Seymour
Head of Strategy, Vancouver: Elyse Sanders
Strategy Director: Meg Siegel
Head of PR: Meredith Burns
PR Account Director: Jacky Le
PR Coordinator: Janvi Singh
GM, Vancouver: Karen Pearce
Managing Director: Alex Lefebvre
Group Account Director: Kennedy Crawford
Account Manager: Mika Labreque
Associate Director of Integrated Production: Kyle Hicks
Production Coordinator: Éliane Chartier
Web Developer: Ken Malley
Media Director: Elisabeth Lussier-Arpin