Campaigns September 1, 2021

City of Toronto



The Challenge

To create more visibility, authenticity and action orientation in the space of diversity and inclusion in Toronto with the hopes that meaningful progress can be made toward creating a Toronto for All.


The Approach

Through close community consultation, we aligned on a strategic direction to determine the most important thing to tell Torontonians via the campaign and find a creative way to evoke an understanding of the campaign focus’ groups experience.


The Impact

Through TSAs, social and web assets, we have created increased awareness, engagement and conversation around the diversity of experience amongst Torontonians. Topics have included: accessibility, ageism in the workplace, anti-black racism, anti-Islamophobia, antisemitism, transgender rights, and undocumented residents, among others. Additionally, through these campaigns, the Mayor of Toronto proclaimed the first Monday of March as Black Mental Health Day, and August 24 as Undocumented Residents Day, thus ensuring long-term support for communities that help the city truly be a #TorontoForAll.


The Awards

The One Show, 2021 – Health, Wellness & Pharma, Merit Award, The Care Salon

Clio Awards, 2021 – Health, Awareness & Advocacy Silver, The Care Salon

Communication Arts – Advertising, Public Service, Political & Social Issues


The Care Salon silver winner

  • Strategy


  • Client

    City of Toronto