Making the invisible visible

> THE WIN Scarborough Health Network “Love, Scarborough”

by Ogilvy & MediaCom Gold Public Service Niche Targeting

THE WINS Black Business and Professional Association, Toronto Metropolitan University’s Diversity Institute, Canadian Congress on Inclusive Diversity and Workplace Equity, Pride at Work Canada

“The Micropedia of Microaggressions” by Zulu Alpha Kilo Gold Best Digital Engagement; Bronze Design; Bronze Diversity; Bronze Idea much-needed boost to the little-known brand. In addition to significant jumps in website traffic and social media followers, the Mayor of Toronto designated January 13th “Love, Scarborough Day.” Local businesses stepped up with their own fundraising efforts and an apparel partnership was born with a local company – with all proceeds going to SHN. The campaign helped SHN reach its goal of $100 million in donations within the year, including one million dollars on launch day. Scarborough definitely felt the love.

That same in-your-face approach was paramount in “The 54-Second Watch,” created by Havas for Fondation Émergence to raise awareness of how abuse, discrimination and intolerance of the LGBTQ+ community can lead to suicides and murder, cutting short the lives of its members.

The watch was a physical representation of the reduced life expectancy. It was created by Swiss watchmaking engineer Melanie Guillaume and was customized to eliminate six seconds from each minute – each second representing a colour of the Pride flag –resulting in a lost decade over a lifetime.

Every year there are more pressing issues, worthy causes and deserving charities vying for awareness and support. As the stakes continue to rise, so does the degree of boldness required to make a mark on the cause landscape. The AToMiC campaigns we highlight exemplify the ballsy, no-holds-barred approaches needed now.

Consider the plight of the Scarborough Health Network (SHN). Armed with the knowledge that Scarborough accounts for 25% of Toronto’s population yet receives less than 1% of hospital donations, SHN launched “Love, Scarborough,” its biggest fundraising push to date, to help address the glaring discrepancy. But rather than humbly beseeching Torontonians to help the cause, they came out swinging. The campaign centred around a film that asked: “When will we all be treated equally?” It demanded that viewers examine their motivations – and check their bias.

The distinctive “Scarborough Sans” font was created from the handwriting of various people connected to SHN, and a website featured their stories and allowed visitors to submit their own.

“The campaign has grit, boldness and an underdog mentality; it’s authentically Scarborough,” says Jennifer Lee, director of marketing and communications for the SHN Foundation. “We’ve heard positive feedback from the Scarborough community, who felt heard and seen for the first time.”

The campaign generated an influx of donations while also providing a

Each of the 10 watches made were distributed to public figures to wear on May 17, the International Day Against Homophobia and Transphobia. A digital version of the watch was also made available for the public. While billboards, transit displays and posters were distributed across Montreal and Toronto, the campaign also had global reach, with translations into over 20 languages and broadcast by organizations dedicated to the protection of LGBTQ+ people around the world.

Quebec’s premier, François Legault, wore the watch, and the province’s National Assembly adopted a motion to make May 17 official. Members of the public signed a petition asking the U.N. to do the same.

Zulu Alpha Kilo, meanwhile, tapped into the changing zeitgeist and more general social awareness of inequality to help a coalition of Canada’s largest DE&I organizations create “The Micropedia of Microaggressions.” The coalition included the Black Business and Professional Association, Toronto Metropolitan University's Diversity Institute, Canadian Congress on Inclusive Diversity and Workplace Equity, and Pride at Work Canada.

The resource is divided into nine categories of common slights and insults, with each entry providing examples, impact and tips for action – no matter if a person is a witness or is giving or receiving the microaggression. And like other wikis, users can submit their own entries.

With no paid promotion, the initiative attracted interest from more than 125 countries and garnered press attention with eight million earned impressions. And its impact will be long-lasting: corporations and organizations around the world – including the Government of Canada –have adopted the Micropedia as a DEI resource.