Campaign: Shedding Light On What Matters

WPP company:
J. Walter Thompson Toronto
Toronto PFLAG


  • 11 - communities

J. Walter Thompson Toronto launched a campaign for Toronto PFLAG, a charity that promotes the well-being of LGBT people. Posters featuring words like ‘queer,’ ‘trans’ or ‘lesbian’ were placed in schools around Toronto. When they were photographed with flash, someone’s story was revealed, showing that sexuality is just one part of who they are.

Results and Awards:

  • 1m impressions of free media donated to Toronto university campuses to extend the reach of the campaign.
  • 23,000 Twitter impressions using #WhatMatters.
  • One Show 2016: Silver.