AToMiC CSR: BRONZE
Toronto PFLAG - #RaiseThePride
Date of implementation or launch:
June 19 – June 28
Objectives and challenges:
Toronto PFLAG exposed hate against the LGBT community at World Pride 2014. More importantly, they gave every visitor and their network the chance to become an ally in the fight for equality and acceptance.
Insight and concept:
Toronto PFLAG made great strides when it comes to equality. However, the amount of hate against the LGBT community is still way too high. So JWT decided to use twitter - one of the most popular open forms - to not only expose hate, but fight against it using the hashtag #RiseThePride.
JWT installed a pride flag right in the heart of World Pride 2014. This wasn’t just an ordinary flag though. Connected to a computer that fed off of twitter, they were able to manipulate the flag to fall with every hateful tweet and rise back up with everyone positive one in real time. It was a true test of public attitude that gave not just pride goers, but the world the ability to fight back against hate using the hashtag #RaiseThePride.
Results and impact:
In only 10 days, the Raise the Pride campaign engaged the hearts and minds of World Pride goers and the world. With 6% of all Pride conversation about Raise the Pride, JWT captured more of the conversation than every one of the major sponsors including Bud Light, Hilton Hotels, Telus and TD. Raise The Pride was also picked up by major national news outlets like CTV, Global National and the Star, as well as tweeted out by the NFL community and international celebrities.
Agency: JWT Canada, ShantyTown Inc.
CCO: Brent Choi ECD: Ryan Spelliscy CD: Patrick Schroen, Braeden Laverty, Santiago Fernandez-Concha (ShantyTown Inc.) Copywriter: Santiago Fernandez-Concha Art Director: Braeden Laverty, Alex Newman Director of Technology: Patrick Schroen Producer: Santiago Fernandez-Concha, Braeden Laverty, Patrick Schroen, Matt Hamilton Photographer: Henrieta Haniskova Animation: AXYZ Director of Business Development: Mark Phillips Manager of Brand Communications: Melanie Reiffenstein Brand Engagement Director: Victoria Radziunas