For its sponsorship of Pride events across Canada, Fido wanted to raise awareness around the importance of celebrating sexual diversity and invite all Canadians to march in the parades.
Using a game, we showed that despite Canada ranking #1 in LGBTQ+ rights, unconscious bias is still very present and stops members of the community from reaching their full potential. We then invited all Canadians to come march with Fido, its employees and community leaders in Toronto, Vancouver and Montreal.
• The Go Get Proud campaign reached 16.8M people (almost half the country)
• Fido brand likability increased by 20%.
• On-the-ground lenses were used more than 573k times