Hate isn't history

VML Canada shines a light on ongoing 2SLGBTQI+ discrimination with a powerful Pride Campaign. Launched during Pride Month in June 2025, the campaign for advocacy organization Egale carries the bold tagline: “Hate Isn’t History.” VML Canada’s creative strategy draws a powerful parallel between past and present, exposing the hard truth that hate and violence against the 2SLGBTQI+ community remain alarmingly persistent. A stark and timely reminder: progress isn’t enough until equality and safety are realities for all.

Advocacy organization Egale is rallying Canadians to act with its new campaign titled ‘Hate isn’t history’, which references modern-day incidents of hate, against incidents from the late 50’s, 70’s and 80’s. The campaign juxtaposes photojournalism, which informed how people saw the world forty and fifty years ago, and social media, which is how many learn about the world today. 

Unfortunately, the fight against hate is as urgent today as it was decades ago. 2SLGBTQI people still encounter acts of discrimination or violence simply for existing, and with increasing frequency. 2SLGBTQI rights are being challenged around the world. Companies have cancelled their DEI initiatives. Brands have cancelled their support of Toronto Pride. It feels like we’re going backwards. That’s why it’s so important that people get informed and take action.
Pride today is mostly known as a celebration. But when the first Pride marches were held in 1970, they were acts of protest, commemorating the violent Stonewall riots. These early marches were symbols of LGBTQ+ visibility and solidarity, at a time when it was dangerous to be an openly LGBTQ+ person. 

The campaign drives to Egale Canada’s website where people can access comprehensive resources to help fight hate, including:

• How to spot and combat mis/mal/disinformation
• How to stay safe at public events
• How to be an ally
• And more 

The campaign launched on June 20, 2025, in Toronto, ON, with a panel event that brought together older and younger 2SLGBTQI people to share their experiences with hate, encouraging the next generation to pick up the fight. The campaign includes 3 TV spots, print, outdoor, and digital through the fall. A geo-targeted, street-level digital activation is also planned for later this summer, which will allow people to hear the story behind acts of hate in the locations where they occurred. 

About Egale

Egale is Canada’s leading organization for 2SLGBTQI people and issues. They improve and save lives through research, education, awareness, and by advocating for human rights and equality in Canada and around the world. Their work helps create societies and systems that reflect the universal truth that all persons are equal and none is other. 

Creative Credits:

Agency: VML Canada
Chief Creative Officer: Graham Lang
Executive Creative Director: Allen Kwong
Creative Directors: Mike Richardson Sucheta Shankar
Associate Creative Directors: Logan Franklin, Zachary Richman
Copywriters: Saskia Harper, Chloee Desjardins
Art Director: David Nunez
Senior Integrated Producer: Erin Feldman
Retoucher: Andrew O’Driscoll
Production Company: Scouts Honour
Directors: James Michael Chaing, Tricia Zaremba and Thomas Dagg
Editing: School Editing, AlterEgo, and Grayson Audio. 

A powerful message to rally change. Congratulations, VML Canada, on a successful campaign!