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

Red Lion wins The Brain Project

Toronto agency gets a shot at driving research funding through Baycrest Health Sciences’ arts initiative

Cadbury brings joy back to the holidays

How the brand drives local relevance and trying to stay top of mind this December

Welcome to the sharing economy of advertising (column)

KBS Canada head Nick Dean reflects on agency talent and what's ahead for 2017

Marketel McCann rebrands, adds new president

Mylene Savoie takes the leadership position as the agency takes on a new name

The List: Leo Burnett breaks down borders

The agency expanded its assignments, leadership and influence beyond Toronto

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

DDB hires first North American CCO

Ari Weiss to lead 17 creative teams from across the continent

How we can close advertising’s biggest gap

AOL's David Shing on how companies can bring more empathy to advertising

Confirming speculation, Blammo and Extreme merge

Renamed as Arrivals + Departures, independents make a cultural match