| Title | The Systemic Racism Pin |
| Brief | The Government of Quebec has been publicly denying that systemic racism exists in the province. Amnesty International got involved, wanting to highlight the fact that the issue is bigger than the government thinks it is.To show that the issue is undisputable, we decided to make it visible. We wanted to put Systemic Racism on the map. And, this is what we did.We hacked the API of Google Maps to create a geolocated placename called Systemic Racism, just in front of Quebec’s parliament buildings, where it’d be impossible for the premier to ignore.The placename then became the hub for our campaign, where we shared educational content with prominent activists and where testimonials were shared about systemic racism in the Reviews section. We also created a physical plaque that inaugurated the existence of systemic racism in the province. |
| Agency |
TAXI VML Montréal
|
| Campaign |
The Systemic Racism Pin
|
| Advertiser |
Amnesty International
|
| Brand |
Amnistie Internationale Canada francophone
|
| Posted | November 2022 |
| Business Sector | Human Rights
|
| Story | The Government of Quebec has been publicly denying that systemic racism exists in the province. Amnesty International got involved, wanting to highlight the fact that the issue is bigger than the government thinks it is.To show that the issue is undisputable, we decided to make it visible. We wanted to put Systemic Racism on the map. And, this is what we did.We hacked the API of Google Maps to create a geolocated placename called Systemic Racism, just in front of Quebec’s parliament buildings, where it’d be impossible for the premier to ignore.The placename then became the hub for our campaign, where we shared educational content with prominent activists and where testimonials were shared about systemic racism in the Reviews section. We also created a physical plaque that inaugurated the existence of systemic racism in the province. |
| Problem | Amnesty International is an international non-governmental organization focused on human rights, |
| Media Type |
Digital
|
| Chief Creative Officer |
Graham Lang
|
| Creative Director |
Alexandre Béland
|
| Creative Director |
Alexis Caron-Côté
|
| Art Director |
Alexandre Béland
|
| Art Director |
Maeva Moatti
|
| Art Director |
Nicolas Baillargeon
|
| Art Director |
Marie Cermakova
|
| Copywriter |
Alexis Caron-Côté
|
| Copywriter |
Whitney Tam
|
| Copywriter |
Vincent Leblan
|
| Copywriter |
Philippe Brosseau
|
| VP Strategy |
Rafik Belmesk
|
| Strategist |
Amy Delafontaine
|
| Account Director |
Marie-Josee Bourque
|