Brutal Postings
Every 23 seconds, a homophobic remark is posted online. And ignored. To help people realise the gravity of the problem, Rethink transposed cyberhomophobia in the real world, using the impact of outdoor media to prompt a visceral reaction from passersby. It was shut down by police in 20 minutes, but online the same messages are still there, thus proving a point. The outdoor experiment was turned into a social video that became Fondation Émergence’s most engaging piece of social content ever. Following the multiplatform campaign, Twitter saw an 8% increase in reporting of hate speech.
- Press & OutdoorTactical Poster Advertising
Country
- Canada
Client
- Fondation Émergence
Creative Director
- Nicolas Quintal
Executive Creative Director
- Ian Grais
- Chris Staples
Art Direction
- Maxime Sauté
Writer
- Xavier Blais
Producer
- Marie-Pière Poulin
- Raphaëlle Rousseau
- Ronny Lebrun
Strategic Director
- Pascal Routhier
Account Director
- Alex Lefebvre
Account Executive
- Cendra Percy
Outreach
- Charles Côté
- Victor Brunton
Production Company
- Content:Content
Sound Designer & Engineer
- P.O Rioux
PR
- TöK Communications
- Samantha Williams
- Éric Santerre
Advertising Agency
- Rethink
Every 23 seconds, a homophobic remark is posted online. And ignored. To help people realise the gravity of the problem, Rethink transposed cyberhomophobia in the real world, using the impact of outdoor media to prompt a visceral reaction from passersby. It was shut down by police in 20 minutes, but online the same messages are still there, thus proving a point. The outdoor experiment was turned into a social video that became Fondation Émergence’s most engaging piece of social content ever. Following the multiplatform campaign, Twitter saw an 8% increase in reporting of hate speech.
