Fondation Emergence – Brutal Postings, How a Social Experiment highlighted the need for action against cyber-transphobia and cyber-homophobia
The year is 2019, and we live in a society that celebrates an entire month in the name of the pride of the LGBT community. However, transphobia and homophobia are two phenomenons that have refused to vanish with time. The internet is the most prominent place for the circulation of hatred against the LGBT community. Cyber-homophobia and cyber-transphobia can be easily spotted in the comments sections of major social media platforms. In the light of such discriminatory occurrences, a non-profit organization called Fondation Emergence came up with a campaign called Brutal Postings.
The campaign started with the posting of 74 hateful remarks found online onto a wall in Downtown Montreal. Contrary to the expectations of the creators of the campaign, the public expressed their discourse towards the transphobic wall within 20 minutes. The creative agency responsible for the creation of the campaign expected the final outcome to manifest itself in about a day. However, people from different walks of life called the police in less than half an hour and curbed the brutal postings. The campaign died with the message that if transphobic and homophobic remarks cannot be put up on public walls, why can’t the same treatment be extended to the internet?
We feel that Rethink Canada made judicious use of their creative horsepower by executing a social experiment instead of a typical campaign. The swift achievement of the campaign’s agenda speaks for itself.
Credits
Brand: Fondation Emergence
Campaign: Brutal Postings
Advertising Agency: Rethink, Montreal, Canada
National Creative Directors: Chris Staples, Ian Grais
Creative Director: Nicolas Quintal
Art Director: Maxime Sauté
Copywriter: Xavier Blais
Producer: Marie-Pière Poulin
Planification stratégique: Pascal Routhier
Account service: Alex Lefebvre, Cendra F. Percy
Push PR: Charles Côté, Victor Brunton
Tags:
International Day Against Homophobia, Transphobia, Social media, Brutal Postings, Fondation Emergence, Experiential, Canada, Public Interest, NGO, Rethink, Best Digital Campaigns, Digital Marketing Trends, Best Online marketing strategies, social media campaigns
