Title | The Micropedia of Microaggressions (120s) |
Brief | The Micropedia is the world’s first encyclopedia of microaggressions. It’s a judgement-free online tool that provides easy-to-digest information where people can unlearn their unconscious bias and make immediate changes in their daily interactions with others. Modelled after other crowd-sourced wikis, entries are collected via user submissions. The entries span nine categories including 2SLGBTQ+, Age, Class-Based, Disability, Ethnicity, Gender, Race, Religion, and Indigenous. Each definition breaks down the harmful impact of the microaggression while resources and real-world examples from news, media, and pop culture help folks truly comprehend the depth of the issue. By raising self-awareness of these everyday interactions, The Micropedia will help create safer workplaces, schools, social settings and have lasting societal impact. |
Agency | Zulu Alpha Kilo |
Campaign | The Micropedia of Microaggressions |
Advertiser | Black Business and Professional Association, et al. |
Brand | Black Business and Professional Association, et al. |
Posted | November 2022 |
Business Sector | Institutional/Public Interest/Non-Profit Org. |
Story | Not all acts of bias are easy to see or identify. Some of them are so subtle, they’re only felt. Microaggressions are everyday, seemingly harmless comments and actions that have a significant impact on peoples’ physical and mental health. To help raise self-awareness around this issue, Canada’s largest Diversity, Equity and Inclusion organizations joined together to launch an online tool seeking to create real behaviour change. |
Media Type | Digital |
Audio | Pirate Toronto |
Chief Creative Officer | Zak Mroueh |
Executive Creative Director | Stephanie Yung |
Executive Creative Director | Christina Yu |
Art Director | Andrea Por |
Copywriter | Christina Roche |
Designer | Zoe Kim |
Design Director | Jeff Watkins |
UI / UX Designer | Damian Simev |
Account Management Team | Rob Feightner |
Account Management Team | Karla Ramirez |
Account Management Team | Micheal Braithwaite |
Planning Team | Spencer MacEachern |
Planning Team | Adrian Ver |
Planning Team | Patrick Henderson |
Planning Team | Sean Bell |
Web Producer | Kenneth Haz |
Audio Producer | Rebecca Adams |
Production Director | Ola Stodulska |
Studio Director | James Graham |
Developer | Jake Edwards |
Developer | Kyle Collins |
Developer | Ariana Emond |
Production Artist | Pavel Petriycki |
Production Artist | Mila Lukezich |
Production Artist | Cecilia Bernasch |
Production Company | Zulubot |
Director | Barbara Shearer |
Producer | Lauren Schell |
Producer | Mitch Cappe |
Producer | Adam Palmer |
Producer | Jackie Pal |
Executive Producer | Tom Evans |
Director of Photography (DOP) | Greg Bennett |
Editing Company | Zulubot |
Editor | Jessie Posthumus |
Editor | Felipe Chaparro |
Animation | Ashlee Mitchell |
Post-production Producer | Sarah Dayus |
Post-production Producer | Mariya Guzova |
Online Artist | Felipe Chaparro |
Motion Graphics | Mike Sevigny |
Special Effects / VFX | Jay Baker |
Colorist | Felipe Chaparro |
Executive Audio Producer | Maggie Blouin Pearl |
Audio Engineer | Ian Boddy |
Audio Social | Noah Mroueh |