Sparking a nationwide discussion on O Canada.
For the 100th anniversary of Canada’s national anthem we wanted to challenge Canadians to have a discussion about restoring the O Canada to its original, gender-inclusive intentions. To raise awareness and drive national support we positioned the call to action as a restoration, not a change. We created a website that educated users on the issue and helped them connect with government representatives in their area. In the end we brought national, even international attention to the issue. The result was over 116 million traditional media impressions, 10 million Twitter impressions, and the inclusion of the campaign in marketing educational materials.