THE INSIGHT 

Black Canadians want institutions to go beyond performative statements, but to demonstrate a genuine commitment to dismantling systemic barriers.

THE SUMMARY

Wes Hall started with a name and a mission to lead corporate Canada towards meaningful change. The BlackNorth Initiative encourages both consumers and businesses across Canada to hold themselves accountable. We were tasked to create a brand kit, define and ethos, curate get funding, and launch a virtual summit within 90 days. 

THE STRATEGY

Educate Canadian companies of the significance supporting their Black employees, consumers, and neighbours by pledging to tackle systemic racism through policy changes and financial support with the BlackNorth Initiative.

THE APPROACH

We developed a two-phase communication plan starting with first educating and converting major corporations to sign the pledge and commit funding to reduce systemic barriers impacting Black Canadians. Our second communication stream targeted the general public, raising awareness of BlackNorth Initiative as a benchmark for corporate responsibility across Canada.

THE RESULTS

We soft-launched the BlackNorth Initiative branding on Twitter and Instagram, featuring a post announcing our first-ever Virtual Summit and inviting Canadians to subscribe for updates. In the lead-up to the event, we amplified excitement by unveiling speaker announcements and sharing dynamic, stylized visuals. This impactful campaign was brought to life through a successful collaboration with several Dentsu agencies.

+35.7k

Social follower growth in the first 30 days after launching the IG page.

300+

Pledges signed in the first 30 days after launch.

80

Instagram posts on pledge signatory feeds. 

AGENCY:

ISOBAR

LEAD STRATEGIST Antonette G.

CREATIVE DIRECTOR Ryan P.

ART DIRECTOR Ryan J. 

COPY WRITER Lisa I.