Pride-Flag

Pride’s Twitter-activated flag

For World Pride in Toronto, JWT and ShantyTown teamed up with PFLAG to create virtual flag

With World Pride set to start June 20 in Toronto, Toronto PFLAG has created a Twitter-activated pride flag that will move up and down in real-time.

Created by JWT Canada and ShantyTown, the flag moves based on sentiment analysis of the hashtag #RaiseThePride as well as the overall social web. When tweets with the hashtag are positive, the flag goes up. If they include homophobic references or are otherwise negative, it will move down.

The flag will fly in the heart of Toronto’s gay village, on the roof of The Churchmouse bar, for the entire Pride festival, which runs June 20 to 29. It was created using a re-purposed cable box holding an internet connected Raspberry Pi (a tiny single-board computer), an Arduino microcontroller and a small motor connected to a pulley that moves the flag.

A virtual version of the flag will also fly at RaiseThePride.ca, along with a live view of the hashtag.

The project recalls NoHomophobes.com, a site launched by the University of Alberta in 2012 that offered consumers a real-time view of how many homophobic slurs were currently being used on social media.

Brent Choi, JWT’s chief creative and integration officer, said in a release, “It’s a great example of technology merging with offline to help raise awareness and bring people together, not only in Toronto, but also from around the world.”

Anne Creighton, president of Toronto PFLAG, added, “We love the idea of challenging Toronto to show its support for the LGBTQ community by tweeting something positive to counter the scourge of homophobic slurs.”

Advertising Articles

Twist Image rebrands as Mirum for WPP’s new digital network

Following its 2014 acquisition, Twist Image is joining a new digital agency network

Hall of Legends 2015:
Stephen Graham

A global leader in moving brands through a crisis

Hall of Legends 2015:
Syd Kessler

Trust and honour are everything to this generous mentor

Scotiabank brings its movie marketing to Instagram

The Scene loyalty program finds a new home on Instagram

Hall of Legends 2015:
Andy Macaulay

Being the youngest kid in a political family helped found a remarkable career

Hall of Legends 2015:
Arlene Dickinson

An entrepreneur who's building her business around those who follow suit

Bud’s Red Lights bring Quebec puck makers to Nassau Coliseum

Anomaly crafts more stories of everyday fans getting big-league surprises

Travel Alberta uses Tumblr to inspire “winterlust”

Sponsored posts and targeted online ads tell travelers "Remember to breathe"

Jeff Dack joins Lowe Roche as chief strategy officer

The exec will be tasked with continuing the growth of strategy at the agency