The One Show
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Category
Community Building
Annual ID
OS23_PR062M
About the Work
In Quebec, 76% of minority groups say they experience systemic racism regularly.
But the premier of Quebec, François Legault, publicly denies that it exists in the province. However, the undeniable facts and current events prove him wrong, as racial profiling and the mistreatment of First Nations are still on the rise in the province.
So, to make it indisputable, we made the issue truly visible.
We broke all of Google Maps’ rules to create a geolocated place to put Systemic Racism on the map. Literally. Right in front of the parliament building.
The Systemic Racism Pin became the hub for our campaign where we shared educational content of prominent activists and where people shared testimonials about systemic racism in the Reviews section, flooding our hub with hundreds of comments in the first days.
It caused so much attention, Google Maps removed our pin. We had to do something, so we called on people to use the Reviews section of a place that could never be erased: the Quebec Parliament.
The testimonials kept coming, with more than 500 in the first week, creating a lot of noise in Quebec.
The issue reached over 70% of the population and became an important topic in the upcoming provincial election – leading to historic changes:
- New bill on racial profiling, preventing police officers from stopping motorists without a reason
- Quebec Youth Protection’s adoption form no longer includes a preferred race for children
- Kateri Champagne Jourdain became the first Indigenous woman elected to Quebec’s National Assembly
Campaign
Pourquoi
https://www.instagram.com/tv/Cds...
Pourquoi #2
https://www.instagram.com/tv/Cdt...
Pourquoi #3
https://www.instagram.com/tv/Cdt...
2023 Awards
Total Points: 3
Merit
Credits
Agency
TAXI
Client / Brand
Amnesty International / Montreal
Production Company
Romeo / Montréal
Music / Sound Production Company
Circonflex / Montreal
Media Distribution Company
BICOM Communications / Montréal
Chief Creative Officer
Graham Lang
Alexis Bronstorph
Kelsey Horne
Creative Director
Alexandre Béland
Alexis Caron-Côté
Director
Jorge Camarotti
Producer
Alexandra Michaud
Kelsey-Lynn Corradetti
Laurence-Etienne Hilman
Vanessa Vick
France-Aimy Tremblay
Gabrielle Lavoie
Jeremy Scialom
Strategist
Amy Delafontaine
Account Director
Maxime Mercier
Virginie Doré-Lemonde
Client Services
Caroline Macret
Gabriel Trépanier
Digital & Social Media Coordinator
Juliette Dubois
Group Account Director
Marie-Josée Bourque
Production coordinator
Charlène Blanchette
Sound engineer
Craig Murdock
Pierre-Hugues Rondeau
VP Strategy
Rafik Belmesk
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