Cannes Lions

RAISE THE PRIDE

J. WALTER THOMPSON CANADA, Toronto / TORONTO PFLAG / 2015

Case Film
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Overview

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Credits

Overview

Description

Our entry relied on participation from all World Pride Goers. It was a stunt that aimed to expose all the negativity (and positivity) that hides in the Twitter-sphere, but more importantly, give people a captivating reason to create more positive conversations-----change the way they speak.

It allowed people to become equality activists, in real-time, and compelled them to act almost instantly. If they didn't, then the twitter-activated pride flag would sit at half-mast, showing sorrow and loss. If they tweeted something positive with #RaiseThePride, then it'd soar to the fop of the flag pole, showing pride and acceptance.

Exactly, what World Pride is all about.

Execution

1) We invented the world's first Twitter-activated Pride flag.

2) We sent press releases to publications that we knew would love the technology used and to news publications/networks that were biting at the bit to cover World Pride's best attractions.

3) We covered the city in wild postings (posters) directing them to our flag installation.

4) We reached out to key social media influencers.

These all synthesized in the social sphere as our news sources have large social media presences. The people getting their news on social, could instantly participate as our flag was all social.

Outcome

The goal was to create awareness of the negativity on social and make people want to combat it with positivity.

Results:

Over 105,000 positive tweets.

6% of all World Pride conversations (more than every one of the major sponsors).

Over 5.2 millions social media impressions. (excluding mass media impressions)

Coverage most major Canadian news outlets: CTV, Global, The Morning Show, CP24, The Toronto Star, The Georgia Straight, etc.

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