Заголовок | #BlackedOutHistory |
Агентство | DDB Canada |
Кампания | #BlackedOutHistory |
Рекламодатель | Ontario Black History Society |
Бренд | OBHS |
Posted | Ноябрь 2021 |
Бизнес сектор | Информированность о расовых / этнических / связанных с меньшинствами вопросов / проблем инвалидности |
История | Canadians only ever learn their history one way - from the perspective of predominantly white men - even though Black people have lived in Canada for over 400 years.To raise awareness of this issue with the policymakers that control the curriculum, the Ontario Black History Society took real Grade 8 history textbooks and “Blacked Out” all of the non-Black history.Of the 255 pages, only 13 remained.Copies of the redacted textbooks were sent to politicians, policymakers, and activists, so they could see the problem for themselves. |
философия | To raise awareness of this issue with the policymakers that control the curriculum, the Ontario Black History Society took real Grade 8 history textbooks and “Blacked Out” all of the non-Black history. Of the 255 pages, only 13 remained. To launch the campaign, copies of the redacted textbooks were sent to politicians, policymakers, and activists, so they could see the problem for themselves. The packages included recommendations for curriculum reforms and a CTA driving online, where we rallied support around the hashtag #BlackedOutHistory. The book became a symbol of protest, used by members of parliament to pressure the government to change the curriculum. |
Проблема | How do you show how little Black History is taught? You get rid of everything else. Canadians only ever learn their history one way - from the perspective of predominantly white men - even though Black people have lived in Canada for over 400 years. |
Результат | The campaign was a hit, with 5.6 million impressions online and a feature on the front page of Canada’s national newspaper. It also sparked policy change discussions, forced the textbook makers to take action, and led to teachers rethinking how they educate their students. |
Тип медиа | Анализ ситуации |
Длина | |
Music Prod Company | Vapor Music Group |
Управляющий директор | Megan Hardisty |
Директор по стратегии | Graham Candy |
Коммерческий директор | Laura Rodriguez |
Специалист по работе с заказчиками | Alexa Prest |
Global Chief Creative Officer | Ari Weiss |
Исполнительный креативный директор | Craig Ferguson |
Исполнительный креативный директор | Erin Kawalecki |
Ассоциированный креативный директор | Allie Keith |
Ассоциированный креативный директор | Dan Szczepanek |
Копирайтер | Dan Szczepanek |
Копирайтер | Rebecca Skinulis |
Арт-директор | Allie Keith |
Арт-директор | Mariam Alqasim |
Графический дизайнер | Allie Keith |
Продюсер агентства | Vivian Poon |
Продакшн Студия | Alfredo Films |
Director/Executive Producer | Alexander Henry |
Исполнительный продюсер | Holly Rowden |
Послепроизводственный этап | Sauce Digital |
Executive Post Producer | Alexander Henry |
Executive Post Producer | Holly Rowden |
Редактор | Shivam Pandya |
Редактор | Nick Brooks |
Музыкальный продюсер | Lindsey Bates |
Музыкальный креативный директор | Ted Rosnick |