OBHS - "#BlackedOutHistory"

DDB Canada

DDB Canada Toronto, Canada

Awards

3594

This ad is part of the ACT Responsible Collection

Brand: OBHS
Country: Canada

Advertiser: Ontario Black History Society

Title	#BlackedOutHistory
Agency	DDB Canada
Campaign	#BlackedOutHistory
Advertiser	Ontario Black History Society
Brand	OBHS
Posted	November 2021
Business Sector	Racial/Ethnic/Minority/Disability Awareness
Story	Canadians only ever learn their history one way - from the perspective of predominantly white men - even though Black people have lived in Canada for over 400 years.To raise awareness of this issue with the policymakers that control the curriculum, the Ontario Black History Society took real Grade 8 history textbooks and “Blacked Out” all of the non-Black history.Of the 255 pages, only 13 remained.Copies of the redacted textbooks were sent to politicians, policymakers, and activists, so they could see the problem for themselves.
Philosophy	To raise awareness of this issue with the policymakers that control the curriculum, the Ontario Black History Society took real Grade 8 history textbooks and “Blacked Out” all of the non-Black history. Of the 255 pages, only 13 remained. To launch the campaign, copies of the redacted textbooks were sent to politicians, policymakers, and activists, so they could see the problem for themselves. The packages included recommendations for curriculum reforms and a CTA driving online, where we rallied support around the hashtag #BlackedOutHistory. The book became a symbol of protest, used by members of parliament to pressure the government to change the curriculum.
Problem	How do you show how little Black History is taught? You get rid of everything else. Canadians only ever learn their history one way - from the perspective of predominantly white men - even though Black people have lived in Canada for over 400 years.
Result	The campaign was a hit, with 5.6 million impressions online and a feature on the front page of Canada’s national newspaper. It also sparked policy change discussions, forced the textbook makers to take action, and led to teachers rethinking how they educate their students.
Media Type	Case Study
Length	116 seconds
Music Prod Company	Vapor Music Group
Managing Director	Megan Hardisty
Chief Strategy Officer	Graham Candy
Business Director	Laura Rodriguez
Account Manager	Alexa Prest
Global Chief Creative Officer	Ari Weiss
Executive Creative Director	Craig Ferguson
Executive Creative Director	Erin Kawalecki
Associate Creative Director	Allie Keith
Associate Creative Director	Dan Szczepanek
Copywriter	Dan Szczepanek
Copywriter	Rebecca Skinulis
Art Director	Allie Keith
Art Director	Mariam Alqasim
Graphic Designer	Allie Keith
Agency Producer	Vivian Poon
Production Company	Alfredo Films
Director/Executive Producer	Alexander Henry
Executive Producer	Holly Rowden
Post Production	Sauce Digital
Executive Post Producer	Alexander Henry
Executive Post Producer	Holly Rowden
Editor	Shivam Pandya
Editor	Nick Brooks
Music Producer	Lindsey Bates
Music Creative Director	Ted Rosnick