The One Show

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2023 One Show - Public Relations

The Systemic Racism Pin

Agency TAXI

Client Amnesty International


Community Building

Annual ID


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


2023 Awards

Total Points: 3





Client / Brand

Amnesty International / Montreal

Production Company

Romeo / Montréal

Music / Sound Production Company

Circonflex / Montreal

Media Distribution Company

BICOM Communications / Montréal


Jorge Camarotti


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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