Dear Canada
Services
- Audience Segmentation
- Brand Strategy
- Creative Development
- Video Production
- Social Strategy
- Connections Planning
- Media Buying
- Performance Analytics
- CSR
- Social Listening
- Community Management
location
- Canada
142M
Total Impressions
7.9M
Campaign video views
+20.4%
Engagement rate
9
National news publications
Dear Canada
We turned Canada’s #1 halal food brand into the #1 social advocate.
Cultural Driver
Across Canada, horrific acts of anti-Muslim hate were becoming far too common. In 2021, the situation came to a head when a Muslim family was intentionally targeted and run down on the street, leaving a family and a community ripped apart. Zabiha Halal had to act.
As advocates and members of the community, Zabiha Halal knew all too well the prejudice and stereotypes that come with being Muslim in Canada. ‘Dear Canada’ was an open letter created to confront a country that believed itself to be the most open-minded in the world. Our goal was to create a national platform for the community to address this issue head-on.
Our fully-integrated campaign transformed Zabiha Halal’s social and digital channels from food-centric content into a hub for cultural conversation and dialogue.
We elicited empathy and understanding by highlighting the lived experiences many Muslims face daily.
Our shareable content was designed to dismantle stereotypes, showcase the true character of our community, and build connections between Muslims and non-Muslim audiences.
We started a public conversation that needed to happen in Canada.
Results
Our campaign garnered an invitation from one of Canada’s most powerful institutions to address the Committee on Human Rights and help solve this issue, giving our community a platform to remove the labels of anti-Muslim hate one story at a time.
We amassed 142 million impressions, 7.9 million video views, and 71.1 thousand clickthroughs with an average engagement rate over 20%. Zabiha Halal’s social feeds filled with positive sentiments from Muslim and non-Muslim audiences who were eager to share their experiences and support the community. Engagement increased on Meta by 1,642% with video views up 3,362.8%.
