Discover how VML Canada and Egale took a stand against rising anti-LGBTQIA+ hate with "Pride Unravelled." This impactful campaign transformed data into a powerful visual statement, sparking national conversation and action.
Pride Unravelled
Making anti-LGBTQ+ hate in Canada unignorable through powerful data visualization
Cliente
- Egale
Oficina
- Canada
- Toronto
![Direct Case Film Pride Unravelled](https://res.cloudinary.com/dotcom-prod/videos/ar_16:9,b_black,c_pad,f_auto,q_auto,so_103,w_1500/v1/wt-cms-assets/2024/06/k8s1soyg2yorudzqlgcv/directcasefilmprideunravelled.jpg)
Allen Kwong
Group Creative Director, VML
In 2021, Canada’s federal government ceased tracking anti-LGBTQIA+ hate crimes, leading to a misconception that the LGBTQIA+ community was no longer under threat. However, Egale, Canada’s foremost organization for LGBTQIA+ advocacy, documented 6,423 instances of anti-LGBTQIA+ hate from January to March 2023 alone. To address this rising tide of hate and dispel the myth of safety, Egale enlisted VML Canada to bring this issue to the forefront of national attention.
The challenge was to visualize the intangible rise in hate. VML Canada conceptualized "Pride Unravelled," a pride flag with 6,423 missing threads, each thread representing an act of hate against the LGBTQIA+ community from the first three months of 2023. Unveiled on May 1, 2023, this visual data-driven approach effectively highlighted the severity of the situation and sparked widespread media coverage and public discourse.
The campaign achieved significant impact. "Pride Unravelled" garnered over 73 million earned media impressions from 110 news outlets, including major publications like The Canadian Press, CTV News, and The Globe and Mail. The flag was amplified by prominent LGBTQIA+ influencers, and the campaign’s digital assets were widely adopted by various organizations. Furthermore, the Canadian government, prompted by the campaign’s success, released its first report on anti-LGBTQIA+ hate since 2021 and committed $1.5 million to enhance security at Pride 2023 events.
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Premios
2024 Cannes Lions
Design — Publications & Editorial Design
Silver Lion
The Clio Awards
2024
Bronze