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Case Study: WorldPride 2014 Toronto

Human Rights  |  Education  |  Advocacy

Canada's largest LGBT festival organization was poised to host WorldPride at the same time that human rights violations were occurring in the lead up to the Sochi winter games. We mounted a response that coalesced the international LGBTQ2S community and its allies around a common cause.

 
 
 
 

The Approach

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Content Strategy + Campaign

In partnership with its agencies, we co-developed and implemented#LoveSochi, a stand-up-and-be-counted style campaign offering WorldPride Toronto and its allies a platform for protest through expressions of love and support.


Measurement + ANalysis

We used data on a campaign-wide scale, optimizing paid media purchases and content based on key campaign indicators tied to program goals.

 

 
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Results Snapshot

 
 

 

 



Over 150 Submissions

 
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Campaign Impact

GLOBAL REACH

Two hands forming a heart - this simple gesture reached all corners of the world, including Sochi, Russia, with an estimated global reach of over 8 million, excluding traditional media outlets.
 

INTERNATIONAL MEDIA COVERAGE

The campaign resulted in significant media coverage, including CP24The Globe and MailMetro NewsCanada.com and Czech National Television.
 

GOOD FEELINGS

The incredible response to #LoveSochi generated significant awareness for WorldPride and the City of Toronto, and helped to further establish the two as destinations dedicated to a climate of inclusiveness.