International Day Against Homophobia and Transphobia - "The ad that aired once"

Rethink Communications Inc.

Rethink Communications Inc. Montreal, Canada

Awards

3007

Brand: International Day Against Homophobia and Transphobia
Country: Canada

Advertiser: Fondation Emergence

Title	The ad that aired once
Brief	Held annually on May 17, the day is a rallying event that aims to better the situation of LGBTQ2+ people all around the world.Our insight stemmed from a troubling statistic: every 23 seconds, a homophobic or transphobic comment is posted online. What is more alarming is that these comments are not acted upon, reported, removed. The issue is getting worse each and every day, and nothing suggests an improvement.To remind everyone that homophobia and transphobia are still very much present worldwide, our objective was to tackle cyberhomophobia and cybertransphobia and remind people that what would shock them in the real world is often ignored when it is being posted on social media. Our resulting idea was to create a confronting campaign that transposed online hate into “real-life” mediums, Radio being one of them.
Agency	Rethink Communications Inc.
Campaign	The ad that aired once
Advertiser	Fondation Emergence
Brand	International Day Against Homophobia and Transphobia
Posted	November 2019
Business Sector	Charities, Foundations, Volunteers
Story	Fondation Émergence Inc.’s mission is to educate, inform and raise public awareness about the realities of LGBT people.
Media Type	Radio
Executive Creative Director	Chris Staples
Executive Creative Director	Ian Grais
Creative Director	Nicolas Quintal
Art Director	Maxime Sauté
Copywriter	Xavier Blais
Producer	Marie-Pière Poulin
Strategist	Pascal Routhier
Account Management	Alex Lefebvre
Account Management	Cendra F. Percy
Lead Engineer	François Bélanger
Sound	Studios Apollo
Media Agency	Espace M