The Canadian Centre for Gender and Sexual Diversity - "Case Study"

Saatchi & Saatchi

Saatchi & Saatchi Toronto, Kanada

6240

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: The Canadian Centre for Gender and Sexual Diversity
Länder: Kanada

Werbende: The Canadian Centre for Gender and Sexual Diversity

Titel	Case Study
Agentur	Saatchi & Saatchi
Kampagne	The Gay Sweater
Werbende	The Canadian Centre for Gender and Sexual Diversity
Marke	The Canadian Centre for Gender and Sexual Diversity
Posted	Mai 2015
Geschäftsbereich	Gegen ethnische Diskriminierung
Story	World’s first 100% ‘gay’ sweater debuts at Toronto fashion week. The world’s first and only ‘gay’ object – a sweater knit from the donated hair of more than 100 LGBT people – makes its debut during Toronto Fashion Week. Appearing ahead of this summer’s upcoming Pride Week celebrations in Toronto, New York, San Francisco and London, The Gay Sweater was created to make people everywhere understand that it is incorrect and offensive to use language like ‘that’s so gay’ to negatively describe something.
Philosophie	#TheGaySweater also aims to raise awareness of the detrimental effects that such misuse of the word ‘gay’ has on LGBT youth. The project is an initiative of The Canadian Centre for Gender and Sexual Diversity (CCGSD). “The idea for the sweater was born from a desire to educate and encourage everyone to use ‘gay’ the correct way,” said Jeremy Dias, director of the CCGSD. “We want the conversation that surrounds the gay sweater to inspire those who are using ‘gay’ in a detrimental way to both realize the negative impact their words and actions are having and change their behaviour.” Along with the sweater, a short film at thegaysweater.ccgsd-ccdgs.org gives voice to youth who have been impacted by the derogatory use of the word ‘gay’ and showcases the process that went into creating the one-of-a-kind sweater. Using the sweater and the film, the CCGSD is hoping to start a much-needed conversation that encourages everyone to think before they use hurtful words like ‘gay’ in a negative way. Readers can follow that conversation and all sweater-related content on the website and by searching the hashtag #TheGaySweater. Stylist Jennifer McConville of CBC News Now styled models wearing the sweater at David Pecaut Square.
Medientyp	Case Study
Länge	253 seconds
Executive Creative Director	Brian Sheppard
Art Director	Rachel Kennedy
Group Creative Director	Joel Arbez
Texter	Shauna Roe
Texter	Matt Antonello
Regisseur	Reynard Li
Produzent	Rebecca Adams
Ton	Dustin Anstey (RMW Music)
Post-Produktion	567