Amnistie Internationale Canada francophone - "The Systemic Racism Pin"

TAXI VML Montréal

TAXI VML Montréal Montréal, Canada

Awards

1463

This ad is part of the ACT Responsible Collection

Brand: Amnistie Internationale Canada francophone
Country: Canada

Advertiser: Amnesty International

Title	The Systemic Racism Pin
Brief	The Government of Quebec has been publicly denying that systemic racism exists in the province. Amnesty International got involved, wanting to highlight the fact that the issue is bigger than the government thinks it is.To show that the issue is undisputable, we decided to make it visible. We wanted to put Systemic Racism on the map. And, this is what we did.We hacked the API of Google Maps to create a geolocated placename called Systemic Racism, just in front of Quebec’s parliament buildings, where it’d be impossible for the premier to ignore.The placename then became the hub for our campaign, where we shared educational content with prominent activists and where testimonials were shared about systemic racism in the Reviews section. We also created a physical plaque that inaugurated the existence of systemic racism in the province.
Agency	TAXI VML Montréal
Campaign	The Systemic Racism Pin
Advertiser	Amnesty International
Brand	Amnistie Internationale Canada francophone
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Posted	November 2022
Business Sector	Subscribers Only
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Media Type	Digital
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