*Project completed as part of coursework for educational purposes only.
Creative team:
Conor Brown, Jayclyn Martin, Frank Neufeld, Hannah Strong
The challenge:
Bring light to the inequality within the advertising and marketing space by bringing awareness to POCAM and the Call for Equity app.
The target:
Primary
Marketing and Advertising agencies.
BIPOC individuals working in the industry.
Secondary
Non-BIPOC individuals working in Advertising and Marketing.
Advertising groups, communities and award shows.
The insight:
Although representation in ads has increased, representation within the industry and on creative teams is still quite low. According to WPP’s most recent diversity numbers from 2018, only 6.2% of global staff were Black, a number that dipped to 2.2% when looking at senior and executive levels.
The solution:
Advertise in Colour. Colour is possibilities, it is new ideas and perspectives. The campaign aims to use ‘colour’ as a metaphor to celebrate the impact of the BIPOC community within the industry and acknowledges the many benefits of employing a diverse staff by utilizing credible statistics and metrics.