VML: Egale’s Pride Unravelled

In 2021, Canada’s federal government ceased tracking anti-LGBTQIA+ hate crimes, leading to a dangerous misconception that the LGBTQIA+ community was no longer under threat. However, this was far from the truth. Egale, Canada’s foremost organisation for LGBTQIA+ advocacy, documented a staggering 6,423 instances of anti-LGBTQIA+ hate from January to March 2023 alone. To address this rising tide of hate and dispel the myth of safety, Egale partnered with VML Canada to bring this critical issue to the forefront of national attention.

The challenge was finding a way to visualise the intangible rise in hate in a way that was both impactful and comprehensible to the public. VML Canada conceptualised Pride Unravelled, a striking visual representation of the rise in hate. They created a Pride flag with 6,423 missing threads, each thread representing an act of hate against the LGBTQIA+ community during the first three months of 2023. This poignant visual was unveiled on May 1, 2023, immediately highlighting the severity of the situation.

The impact of Pride Unravelled was profound. The campaign garnered over 73 million earned media impressions from 110 news outlets, including major publications such as The Canadian Press, CTV News and The Globe and Mail. Moreover, the flag was amplified by prominent LGBTQIA+ influencers, significantly extending its reach. The campaign’s digital assets were also widely adopted by various organisations, further spreading awareness and engagement.

Most importantly, the Canadian government, prompted by the campaign’s success and the public pressure it generated, released its first report on anti-LGBTQIA+ hate since 2021. Additionally, the government committed $1.5 million to enhance security at Pride 2023 events, showcasing the tangible change driven by the campaign.

The campaign also received prestigious recognition on the global stage, being awarded a Silver Lion in Design – Publications and Editorial Design at Cannes Lions 2024.