Queer Momentum
Client
Sectors
2SLGBTQI+
Human Rights
Services
Campaign
Brand Design
The Society of Queer Momentum came to us with a big vision: to organize a National Week of Action addressing anti-queer and trans hate.
Momentum asked LeBlanc (& co.) to support their advocacy by creating a campaign brand and designing materials for their National Week of Action for Rainbow Equality. We were eager to partner with Momentum to create the branding for their national Rainbow Week of Action, which was Canada’s largest 2SLGBTQI+ action since the fight for marriage equality.
Soon after its launch, the campaign and its branding spread from coast to coast to coast, furthering a positive counter narrative amidst a crisis of rising hate faced by 2SLGBTQI+ communities. The week of action had 85 events across the country, materials aimed at sparking action, a letter writing campaign for the federal government, and much more.
We designed the national Rainbow Week of Action campaign brand and applied it to a suite of materials including social media content, tshirts, posters, and handheld signs mailed to organizers across the country. The brand we created is recognizable but flexible, allowing for a national campaign to launch with significant brand recognition.
Given the nature of the campaign, which included local activations and rallies across Canada, we also created Canva templates provided to lead organizers who were able to create consistently branded promotional materials for their rallies and events — on a grassroots budget. It was fantastic to watch events pop up across the country — all with our unified visual branding.
The strategy behind the campaign was created to be proactive, rather than reactive, thus creating an important rallying moment at a time of rising hate. The “proactive and not reactive” approach of the campaign was a fantastic continuation of other campaigning efforts over the past few years — but the scale of this national week of action campaign was unprecedented.
