With hate surging and in the wake of companies cancelling their DEI initiatives, VML Canada and advocacy organisation, Egale, is rallying Canadians to act against it. Hate against LGBTQ+ community is particularly prevalent in Canada and a number of brands  have cancelled their support of Toronto Pride.  The campaign, Hate isn’t history, quashes the idea that hate belongs to the past, referencing modern-day incidents of hate, against incidents from the late ’50s, ’70s and ’80s.

The campaign juxtaposes photojournalism, that informed how people saw the world forty and fifty years ago, and social media, which is how many learn about the world today.

It drives to Egale’s website where people can access comprehensive resources to help fight hate.

Egale is launching the campaign with a panel event that brings together older and younger 2SLGBTQI people to share their experiences with hate – with the goal of encouraging the next generation to pick up the fight.

The full campaign includes three TV spots, print, outdoor, and digital through the fall. A street-level digital activation is also planned.

Credits:
Client: Egale
Creative Agency: VML Canada
Executive Creative Director: Allen Kwong
Production Company: Scouts Honour
Directors: James Michael Chaing, Tricia Zaremba & Thomas Dagg
Post Production & VFX: Alter Ego
Editing: School Editing
Music & Sound: Grayson Music