FCB/SIX Visualizes Equality with Destination Pride
January 24, 2018
PFLAG Canada, with the help of digital brand experience agency FCB/SIX, is giving the pride flag an extra level of meaning with its new "Destination Pride" campaign, which assigns each bar of the flag to a metric measuring freedoms for LGBTQ+ people.
A web-based data visualization forms the centre of the campaign, and allows users to enter the name of any city in any country in the world to find out its overall score based on those measurements. The campaign is geared to LGBTQ+ travellers looking for extra information on a destination's friendliness as they make their travel plans—and is also an eye-opening look for everyone at where the world stands on this set of human rights (for example, even in countries where same-sex marriage is legal, like Canada, the scores are not as high as you might think).
Read more about the project and our Q&A with FCB/SIX executive creative director Ian Mackenzie, in our Features section.