FCB/SIX

PFLAG Canada
"Destination Pride"

Client: PFLAG Canada
Product: PFLAG Canada
Title: Destination Pride
Media: Integrated
Country: Canada
Date Of Campaign: January 2018

Background: As with many marginalized groups, the global LGBTQ+ community has been engaged in a long and ongoing struggle for equality. To a large extent, that struggle plays out across a country's laws, rights and cultural landscape. For example, marriage equality, adoption, blood donation, military service rights, even the rules surrounding gender assignment on government documentation – each can have a profound impact on a person's life. And each are governed by specific public policies and laws. This is a lot of data. And navigating it creates ongoing complexity.From its work as a peer-to-peer not-for-profit supporting the LGBTQ+ community, PFLAG Canada knew that inequalities are both widespread and vary widely depending where you are.

Idea: DestinationPride.org – a data-driven search platform that reimagines the Pride flag as a dynamic bar graph, then uses it to visualize the world’s LGBTQ+ laws, rights and social sentiment.

Results: • Users from 156 of the world’s 195 countries• +85,000 destinations searched and flags generated• +135 pieces of media coverage, including Fast Company, Huffington Post, Lifehacker, ad trades and LGBTQ+ publications from Brazil to Norway to Japan. • 1.26-million estimated coverage views• 1,226% increase in social mentions of PFLAG Canada during campaign period• PFLAG Canada is a grassroots not-for-profit that's created a utility with global application and impact.• Conversation activation across tourism offices (including New Zealand and Vancouver), politicians (Alberta MPP, Sandra Jansen) and celebrities (Tegan and Sara). • All contributing to Destination Pride being the most shared and discussed communication platform in PFLAG's 45-year history.• Our Pride flag visualizations have been included in the London Design Museum's retrospective on graphic design and political messaging. The show, called, "Hope to Nope: Graphics and Politics 2008-18" runs until August 12, 2018.

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