2026 Winner

CASE SUMMARY

With charitable donations in decline and countless worthy causes competing for attention, it’s harder than ever for the Jane/Finch Centre (a grassroots organization serving one of Toronto’s most marginalized communities) to secure the funding it needs.

In addition, persistent bias about the community has led to a lack of investment, over-policing, and fewer opportunities for its residents.

Rather than rely on outsiders to speak on their behalf, the community wanted to speak for itself – directly, unapologetically, and on its own terms. That desire coincided with a broader cultural moment: audiences were growing fatigued with performative corporate DEI efforts, and businesses were searching for more meaningful ways to engage.

DEI has been corporatized. Businesses are spending millions on education from professional consulting firms. What if the agency could tap into these budgets and direct that funding to the source of those facing real bias: the Jane/Finch community?

Get the businesses that have long written off our community to write us off on their taxes, in exchange for a better version of bias training, created by those who face the bias. The campaign flips the phrase “write off” from an insult into a call to action.

The agency created real accredited bias training with input from experts and members of the community.

The training consists of four modules with video content, infographics and interactive resources – all created by Jane/Finch youth, artists, and academics. Each module tackles a different dimension of systemic bias, told through lived experience.

Outreach focused on socially responsible businesses and government orgs using PR, email, LinkedIn, and earned media to reach decision-makers. The campaign was built around the idea of using corporate education budgets to fund authentic DEI work from a historically excluded community. Coverage in national news and social media drove awareness and credibility.

In short: bias training created by those most affected by bias – covering topics applicable not only to their community, but marginalized communities across the country.

Instead of asking for help, the community offered something of value – positioning a grassroots organization not as a recipient of charity, but as a provider of a service, disrupting how social impact is led and funded.

“Write Us Off” delivered significant impact across awareness, engagement, and long-term Opportunity. 48 companies – small businesses as well as larger ones like Halo Top ice cream and Boston Pizza purchased the training within the first 30 days. 115% of the 3-month fundraising goal was reached in just 30 days, driven by corporate education budgets rather than traditional donations.

The campaign earned national media attention – including a lead story on Canada’s national news – elevating the Jane/Finch Centre’s profile and shifting public discourse.

The training was endorsed by the Canadian Centre for Diversity and Inclusion, site traffic increased by 155% and 11 community centres across Canada inquired about launching their own versions of the training, showing early signs of scalability. They positioned Jane/Finch youth as trainers and thought leaders, driving long-term change in DEI procurement practices and creating opportunities for residents to act as educators/trainers. A new revenue stream was created to support ongoing programming and youth employment opportunities.

These outcomes delivered immediate impact and laid the groundwork for lasting systemic change.

Credits

Client: Jane and Finch Community Centre
Executive Director: Michelle Dagnino
Communications and Fundraising Manager: Kirsten Desabrais
Manager of Youth, Equity & Settlement: David Chin
Settlement and Youth Supervisor: Ali Andeku

Agency: Angry Butterfly
CCO: Erin Kawalecki
CEO: Brent Choi
CSO: Graham Candy
VP Head Of Production: Hanna Bratt
VP ECD: Bernice Lo
VP ECD: Adam Notzl-Keyser
ACD & Art Director: Chenice Piercy
ACD & Copywriter: Ryan Chiasson
Strategy Director: Adam Allentuck
VP Group Account Director: Nipun Goomer
Sr. Project Manager: Ana Del Monaco
Photographer: Tristan Barrocks, Jan Benavente

Production: Undivided
Director: Tristan Barrocks
DOP: Angel Navarro III
Producer/Line Producer: Barclay J. Maude
Executive Producer: Scott Houghton

Editorial: Rooster Post Production
Editor: Christina Humphries
Editor/Assistant editor: Lenka Gmitrová
Producer: Nicole Stamford
Executive Producer: Melissa Kahn

Colour & VFX / Finishing : Fort York VFX
Colourist: Jason Zukowski
Assistant colourist: Jose Salinas
Lead VFX Artist: Melissa Vasiliev
Flame Artists: Luke White, James Marin, Alex Boothby
Motion Graphics: Serina Choi
Flame Assistants: Serina Choi, Josh Storm, Abraham Lim
Executive Producer: Cathy Jefferies

Audio: TA2
Audio director and original music composition: Joseph Frustaglio
Additional music composition: Oliver Wickham, Drew Thomas
Engineer: Ken Lo
Sound Design: Ken Lo, Adam Ive, Selina Fiorini-Paglia
Executive Producer: Drew Thomas, Christine Leslie