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Category
Promotional / Booklets, Books & Brochures
Annual ID
OS24_DE084M
About the Work
CHALLENGE:
In Canada, the federal government stopped tracking anti-LGBTQ+ hate in 2021, creating a perception that the queer community isn’t under attack. Advocacy organization Egale Canada wanted to combat this dangerous situation. In order to do that, they needed to prove that anti-LGBTQ+ hate was on the rise.
DATA STRATEGY:
We started by tracking every Canadian anti-LGBTQ+ protest. Then, we scrubbed every Canadian social post against hateful terms used in conjunction with LGBTQ+ terms. We parsed the data to remove anything with a positive sentiment, which left 6,423 unreported incidents. The next step was to create a visceral data visualization.
IDEA:
A Pride flag with 6,423 missing threads – one for every hateful incident against the LGBTQ+ community in Canada, from just the first three months of 2023. If we included any more months, there wouldn’t be any flag left.
Then, the stories behind these 6,423 incidents were compiled into books. They were printed on newsprint to emphasize the newsworthiness of our message. Each book was kettle-stitch bound using threads from the unravelled flag and sent to 35 Canadian government officials to lobby for action. A PDF version was made available to the public on our campaign website. The website also included safety tips and a bank of social assets people could use to call out hate.
RESULTS:
• The Canadian government pledged $1.5 million for increased Pride event security.
• 3 months after the campaign launch, the Canadian government released its first report on anti-LGBTQ+ hate in over 2 years.
• Over 73 million earned media impressions.
• Coverage from news outlets nationwide, all referencing “6,423 incidents of hate”.
• Campaign assets were used by labour unions, schools, research centres, and other advocacy organizations.
In Canada, the federal government stopped tracking anti-LGBTQ+ hate in 2021, creating a perception that the queer community isn’t under attack. Advocacy organization Egale Canada wanted to combat this dangerous situation. In order to do that, they needed to prove that anti-LGBTQ+ hate was on the rise.
DATA STRATEGY:
We started by tracking every Canadian anti-LGBTQ+ protest. Then, we scrubbed every Canadian social post against hateful terms used in conjunction with LGBTQ+ terms. We parsed the data to remove anything with a positive sentiment, which left 6,423 unreported incidents. The next step was to create a visceral data visualization.
IDEA:
A Pride flag with 6,423 missing threads – one for every hateful incident against the LGBTQ+ community in Canada, from just the first three months of 2023. If we included any more months, there wouldn’t be any flag left.
Then, the stories behind these 6,423 incidents were compiled into books. They were printed on newsprint to emphasize the newsworthiness of our message. Each book was kettle-stitch bound using threads from the unravelled flag and sent to 35 Canadian government officials to lobby for action. A PDF version was made available to the public on our campaign website. The website also included safety tips and a bank of social assets people could use to call out hate.
RESULTS:
• The Canadian government pledged $1.5 million for increased Pride event security.
• 3 months after the campaign launch, the Canadian government released its first report on anti-LGBTQ+ hate in over 2 years.
• Over 73 million earned media impressions.
• Coverage from news outlets nationwide, all referencing “6,423 incidents of hate”.
• Campaign assets were used by labour unions, schools, research centres, and other advocacy organizations.
2024 Awards
Total Points: 3
Merit
Credits
Agency
VML Canada
Media Agency
Rogers
Client / Brand
Egale Canada
Music / Sound Production Company
OSO Audio
Post Production Company
Rooster Post Production
Art Director
Logan Franklin
Chief Creative Officer
Graham Lang
Copywriter
Zachary Richman
Creative Director
Mike Richardson
Director
Jonathan Lajoie
Editor
Colin Murdock
Executive Creative Director
Allen Kwong
Photographer
Regina Garcia
Producer
Heather Hyland
Jonathan Lajoie
Strategist
Amy Delafontaine
Michal Fetsum
Cinematographer
Ash Tailor-Jones
Group Strategy Director
Andrew Ahern
Account Director
Samantha Glasbey
Banner Developer
William Lee
Book Binding
Doris Chung
Colour
Alter Ego Post
Digital Producer
Jessy Stark
Director of Communications
Jennifer Boyce
Director of development
Mark Fellion
Online / Post
Fort York VFX
Photography Production Company
Sparks
PR & Communications Lead
Aaron Nilsen
Print producer
Henry Eugenio
Retouching
Andrew O'Driscoll
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