Canadian Women's Foundation
Comments weigh heavy
Online hate and cyber-violence against women and gender-diverse individuals is a growing problem. With this ad campaign, Canadian Women's Foundation brings awareness to how online hate is just as harmful as hate in real life.
The visuals compare online hate to being something physically heavy, like a boulder or a ball and chain. It visually demonstrates that the hate has to be carried around by those who receive it, and it drags them down.
Each ad has text bubbles that represent hate comments, but the text is blurred so as not to have any actual hate present on them. This is because the campaign is meant to help, not cause further harm, especially to people who might be triggered by seeing these types of comments.​
This campaign also has a pop-up booth, which would help spread the message and raise money for the cause by selling items. The booth's employee is there to inform people on cyberhate statistics or about the Canadian Women's Foundation.
Since these items can be put in living spaces and worn/carried by individuals, other people will see them and ask about them, and so the message will continue being spread even after the advertising campaign ends.
The booth would sell merchandise like water bottles, posters and bracelets, whose profits would be used to help stop cyberhate.
