Amnesty International | The Systemic Racism Pin

Systemic racism exists. And it exists in Quebec. Yet the Quebec government, namely PM François Legault, continues to insist that it doesn’t.

So, we put the issue of systemic racism on the map – literally. We hacked Google Maps and created a pin called “Systemic Racism”.* Then we placed it smack dab in front of Parliament in Quebec City, making it irrefutable and impossible to ignore. We then invited the public to demand change from their government by adding their testimonials as location reviews. Why? Because the evidence is everywhere, and until the Legault government recognizes that systemic racism exists in the province, real change cannot happen.

*Google has since taken it down, but it caused a stir and made an impact in its short-lived time on the map.

(And yes, my words were translated. This entire campaign is in French because Quebec is a French-speaking province. Bien!)

Translation:

In Quebec, the government won’t admit the existence of systemic racism. Amnesty International has therefore put it on the map, literally in front of parliament, so that no one can deny its existence. Because only by recognizing it can we end it.

Find us on Google Maps and demand to know why systemic racism still exists here.

We also created an online hub with educational videos and more detailed info. We partnered with ambassadors to help educate the public and the government on HOW and WHY systemic racism effects minorities in 3 areas: profiling, equal opportunities and the healthcare system.

 
 

Creative Directors | Alex Béland & Alexis Caron-Côté

Cannes Lions 2023
Shortlisted - Social & Influencer, Social Insights & Engagement, Innovative Use of Community

Clio Awards 2023
Silver - Public Service, Use of Platform/Native Integration (Digital/Mobile) 

Clio Health Awards 2023
Bronze - Direct, Health Awareness & Advocacy (Digital/Mobile)
Bronze - Public Relations - Health Awareness & Advocacy (Cause Related)

The One Show 2023
Merit - Public Relations, Community Building

Webby Awards 2023
People’s Voice Winner - Advertising, Media & PR, Online Guerrilla & Innovation

Applied Arts Awards 2022
Cause-Related Advertising - Single
Experiential/Event - Series
Experiential/Digital Engagement - Single
Pro Bono/PSA/Charity Entire Ad Campaign - Campaign