The 'Who Am I? #GoGetProud' campaign by Fido, launched in Canada in June 2017, leverages a social experiment format to explore and challenge societal perceptions surrounding sexual and gender identity. Positioned within the public service category and aligned with the brand’s partnership with Pride events across Canada, the campaign seeks to convey a brand proposition centered on inclusivity, support, and understanding of LGBTQ+ identities. By inviting participants to engage in a game that tests preconceived notions about identity, Fido implicitly promises to foster a more open, accepting environment where diverse expressions of self are recognized and respected.
Strategically, the campaign taps into a growing cultural conversation about visibility and acceptance within the LGBTQ+ community, using a documentary-style experiential approach to create authentic, thought-provoking interactions. The choice to frame the campaign as a social experiment offers a creative angle that not only educates but also emotionally engages viewers by prompting reflection on their unconscious biases. The use of an immersive game format serves as an effective engagement tool, encouraging active participation rather than passive viewership, which aligns with Fido’s broader goal to position itself as a socially conscious brand. The targeting focuses on a Canadian audience likely to resonate with Pride-related initiatives, while also appealing to a wider public interested in social justice and diversity issues. The campaign’s relatively modest online engagement metrics suggest a niche but meaningful impact, leveraging the platform of a national network partnering with community events to extend relevance beyond traditional advertising channels. Overall, the campaign exemplifies a deliberate strategy to align brand identity with social values through immersive storytelling and public service messaging.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign most closely fits the Associated User Imagery format because it centers around real people participating in a social experiment about perceptions of sexual and gender identity, rather than following a narrative arc or showcasing product features. The focus is on relatable individuals and their diverse identities—a core aspect of Associated User Imagery—which invites audiences to see themselves reflected or inspired by the participants. There’s no overt problem-solution framing, celebrity focus, testimonial, or parody; instead, the power emerges from authentic user representation and self-discovery, resonating with Fido’s partnership with Pride.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Bell Canada – Market Positioning
Bell positions itself as a leading communications provider with a strong focus on nationwide connectivity and innovation. Leveraging extensive network infrastructure, Bell emphasizes reliability and comprehensive service offerings, including telecom and media, while actively supporting diversity and inclusion initiatives within the Canadian community.
2. Rogers Communications – Market Positioning
Rogers differentiates itself through integrated multimedia and telecommunications solutions, highlighting seamless customer experiences and cutting-edge technology. The brand champions social responsibility and inclusivity, often aligning with public interest causes to foster community engagement and progressive social values.
3. Telus – Market Positioning
Telus markets itself as a customer-centric, socially responsible telecom leader committed to innovation and community well-being. Its strategic angle includes a strong advocacy for LGBTQ+ rights, sustainability, and health initiatives, embedding these values into its branding and public service campaigns.
4. Freedom Mobile – Market Positioning
Freedom Mobile targets value-conscious and urban consumers by emphasizing affordable plans and flexible services without compromising on quality. Their branding incorporates a youthful, vibrant image and occasional support for diversity campaigns, aiming to connect with progressive, socially aware demographics.
5. Virgin Mobile Canada – Market Positioning
Virgin Mobile brands itself as a fresh, youthful alternative in telecom, leveraging bold, inclusive messaging and cultural relevance. The company engages in social issues and public interest initiatives to resonate with younger audiences, focusing on empowerment and identity expression through its marketing efforts.
Q: What is Who Am I? #GoGetProud about?
A: Who Am I? #GoGetProud is a 2017 experiential campaign created by the agency Taxi for Fido, launched across Canada in alignment with Pride events. The campaign centers on a social experiment that invites participants to play an interactive game designed to challenge and expand perceptions of sexual and gender identity. By engaging real people in thought-provoking conversations and activities, the initiative aims to foster greater understanding and acceptance of LGBTQ+ identities. Positioned within the public service category, the campaign leverages Fido’s partnership with Pride to reinforce its commitment to inclusivity and social progress.
Q: What creative device does Who Am I? #GoGetProud use?
A: Who Am I? #GoGetProud employs the Associated User Imagery format, as classified by Clapboard’s 12-format taxonomy. This creative device focuses on showcasing real individuals who reflect the target audience, emphasizing authentic representation over scripted storytelling or celebrity endorsement. The campaign’s power lies in its use of relatable participants engaging in a social experiment about sexual and gender identity, inviting viewers to see themselves in the experiences depicted. This approach aligns with the campaign’s goal of fostering empathy and self-reflection, making the message both accessible and impactful.
Q: What is the campaign proposition for Who Am I? #GoGetProud?
A: The campaign proposition for Who Am I? #GoGetProud positions Fido as a brand committed to inclusivity, support, and understanding of LGBTQ+ identities within the Canadian public service landscape. By inviting audiences to participate in a game that tests assumptions about identity, Fido communicates a message of openness and acceptance, aiming to create a more welcoming environment for diverse expressions of self. This strategic stance targets individuals engaged with Pride and those interested in social justice, reinforcing Fido’s role as a socially conscious brand that values individuality and community engagement.
Q: How does Who Am I? #GoGetProud rank in Clapboard's archive?
A: Who Am I? #GoGetProud holds a Clapboard Campaign Score of 69/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Fido's category?
A: In the Canadian telecommunications market, Fido competes with several major brands. Bell Canada emphasizes nationwide connectivity and innovation, supporting diversity and inclusion through its broad service offerings. Rogers Communications focuses on integrated multimedia solutions and seamless customer experiences, aligning with social responsibility and community engagement. Telus is known for its customer-centric approach and advocacy for LGBTQ+ rights and sustainability. Freedom Mobile targets value-conscious, urban consumers with affordable, flexible plans and a youthful image, while Virgin Mobile Canada positions itself as a fresh, culturally relevant alternative, championing empowerment and identity expression to connect with younger audiences.
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