POCAM Provoking change through dialogue
Brand Strategy & Development
Social Media
Project Overview
The brief for this project was to create a brand and advertising for People of Colour in Advertising and Marketing (POCAM), an organization that represents BIPOC professionals in Canadian advertising and marketing and empowers them to succeed in a majority-white industry.
Details
The solution
We branded POCAM with the Dialogo device to represent POCAM as the voice that is unafraid to hold the industry and its leaders accountable for racism and any resistance to the creation of equity.
Our advertising dramatized the enormous unfairness of the inequity in the industry in order to motivate industry leaders to commit their organizations to POCAM’s 13-point Call for Equity to remind BIPOC professionals to make themselves visible and audible.
We remind BIPOC professionals to make themselves visible and audible by answering POCAM’s annual survey.
For George Floyd’s death anniversary.
POCAM deployed a simple message that asked the industry to be respectful of the day, thoughtful towards Black colleagues, and to take real action to bring change.
Results
For a $0 campaign investment, POCAM’s posts have acquired well over 50,000 LinkedIn views and 1000s of reactions, re-shares and comments. POCAM’s annual survey attracted more than double its target. As a direct outcome of these campaigns, POCAM membership has grown to 1800+ members, and the organization received $20,000 in donations. It has been featured in articles in Strategy and The Message, and recognized as the Mightiest Voice for Change in the industry by The Message. The POCAM branding and ad campaigns have received multiple awards.
We branded POCAM with the Dialogo device to represent POCAM as the voice that is unafraid to hold the industry and its leaders accountable for racism and any resistance to the creation of equity.
Our advertising dramatized the enormous unfairness of the inequity in the industry in order to motivate industry leaders to commit their organizations to POCAM’s 13-point Call for Equity to remind BIPOC professionals to make themselves visible and audible.
We remind BIPOC professionals to make themselves visible and audible by answering POCAM’s annual survey.
For George Floyd’s death anniversary.
POCAM deployed a simple message that asked the industry to be respectful of the day, thoughtful towards Black colleagues, and to take real action to bring change.
Results
For a $0 campaign investment, POCAM’s posts have acquired well over 50,000 LinkedIn views and 1000s of reactions, re-shares and comments. POCAM’s annual survey attracted more than double its target. As a direct outcome of these campaigns, POCAM membership has grown to 1800+ members, and the organization received $20,000 in donations. It has been featured in articles in Strategy and The Message, and recognized as the Mightiest Voice for Change in the industry by The Message. The POCAM branding and ad campaigns have received multiple awards.
