Peace Collective: #UnravelHate

Peace Collective, a Canadian clothing brand, increased engagement and positive sentiment in Canada by unravelling a Make America Great Again hat and turning it into a Welcome to Canada toque.

Campaign Summary

The 'Make America Great Again' hat has become a controversial and divisive symbol. Peace Collective, a clothing brand aimed at making a difference, decided to #UnravelHate by unravelling a MAGA hat stitch-by-stitch, and used that very same thread to create the 'Welcome to Canada' toque. A short film documented the reactions of immigrants, refugees, and newcomers to Canada to both the MAGA hat and the 'Welcome to Canada' toque. Toques were made available for purchase with the profits going to WoodGreen Community Services, a charity that helps immigrants and refugees settle into their new lives in Canada.

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