City of Toronto
#TORONTOFORALL
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
