Campaign details
Brand: Me TooAgency: FCB/SixCountry: Canada
Why is this work relevant for Creative Strategy?
The end of sexual violence has been a generational story of systemic silencing, altering, and erasure. In response, the movement operates in the grassroots sphere, where activism is unstructured, undocumented, and organized outside of mainstream channels. For everyday people, that can mean struggling to understand their role in this global movement.
Our strategic process focused on the question, 'what is action'? Using technology, we uncovered a spectrum of activism beyond the prevailing understanding of what constitutes an action. Once we...