Who Am I? #GoGetProud - Fido | Clapboard Ad Archive
Fido’s Who Am I? #GoGetProud campaign, created in partnership with Taxi for Canada’s Pride season in 2017, brings a vital question to the public stage: what happens when perceptions of sexual and gender identity are put to the test? Operating squarely within the Public Service market category, Fido forges a bold role as facilitator and ally, inviting Canadians to engage in a real-world, experiential social experiment that disrupts assumptions around LGBTQ+ identities. The creative engine behind this work is the interactive, user-driven game format, which asks everyday participants to identify or reflect on aspects of sexual and gender identity—instantly challenging their own beliefs and exposing the vast spectrum of individuality that lives behind first impressions. Rather than casting polished narratives or relying on celebrity endorsement, the campaign centers authentic, relatable users—a technique Clapboard’s taxonomy identifies as FORMAT#10—Associated User Imagery—drawing its emotional weight from genuine human stories and the complexity of lived experience. By aligning this experience directly with Pride events nationwide, Fido leverages the cultural moment not just for surface-level brand association but for deep, participatory learning, urging both LGBTQ+ and non-LGBTQ+ Canadians to question, empathise, and understand. The campaign’s strategic use of the #GoGetProud hashtag transforms this engagement into a ripple effect across social media, amplifying the message beyond physical locations to digital audiences and encouraging a broader dialogue about the nuances of identity. With over 300,000 views, Who Am I? #GoGetProud shows that experiential, insight-driven work can break through cultural noise and generate both reach and meaningful conversation—important criteria for a category so often relegated to awareness without true engagement. Through this campaign, Fido positions itself as more than a telecommunications provider, stepping confidently into the evolving realm of values-driven brands that use communications to foster empathy and understanding in society. Clapboard rates this 69/100. Who Am I? #GoGetProud signals a shift for public service campaigns, showing how brands can meaningfully connect by encouraging shared vulnerability and authentic engagement rather than relying on one-dimensional advocacy.
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