This Mount Pleasant Group campaign turns urgent safety know-how into engaging, actionable storytelling— Clapboard's Global Ad Archive.
Brutal Postings - Fondation Emergence | Clapboard Ad Archive
Brutal Postings is a confrontational and unflinching experiential campaign launched in 2019 by Fondation Emergence and crafted by Rethink to address the persistent and often invisible problem of online homophobia and transphobia in Canada’s public interest space. The campaign’s core idea was to extract 74 hateful social media posts accumulated over six years and transplant them from the ephemeral digital realm onto a physical palisade in Downtown Montreal, thereby forcing the public to confront the raw, brutal language of cyberhate in an unavoidable, real-world setting. This direct demonstration approach aligns with what Clapboard’s taxonomy classifies as FORMAT#1 Demonstration, emphasizing a stripped-back, literal presentation of the problem rather than relying on narrative, symbolism, or testimonials. The campaign’s power lay in its unmediated exposure of hate speech that is frequently ignored or dismissed online due to its hidden or transient nature. Positioned strategically around the International Day Against Homophobia and Transphobia, Brutal Postings functioned as both a social experiment and a call to action, urging passersby to stop ignoring the issue and instead engage actively by reporting hate speech using the hashtag #ReportHaters. The campaign’s installation was so provocative that it was shut down by police within 20 minutes following numerous public complaints, underscoring the societal discomfort and resistance to acknowledging such hate speech in shared spaces. Despite its brief physical presence, the campaign succeeded in amplifying awareness of the ongoing circulation of hateful content online and sparking essential conversations about the responsibility of communities to combat cyberhomophobia and cybertransphobia. The campaign’s single media asset encapsulates this raw and immersive experience, effectively blending digital activism with tangible public engagement to promote a collective effort against online discrimination. Fondation Emergence and Rethink leveraged this bold tactic to disrupt complacency and challenge the public’s perception of cyberhate as something abstract or distant. Clapboard rates this campaign 80/100 in its global creative archive. Brutal Postings matters to the advertising industry because it demonstrates how public service campaigns can use experiential formats to translate digital issues into physical realities that demand attention and action, setting a precedent for how social causes can be communicated with uncompromising clarity and immediacy.
.webp)
