BC Government

Concept, Art Direction

Agency: PS&Co

Help fill gaps in BC government services.

When the BC Government asked us to create a campaign to get as many people as possible in our province to take an anti-racism survey—with a (very) small media budget, we suggested something better. 

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They were fully on board, so, one day on their official social channels (and the official BC Gov website), the BC Government updated their profile picture to a logo with some letters from their wordmark mysteriously missing. 
 

Within 24 hours already 750 comments and over 1,200 reactions were amassed, curiosity piqued, as well as a frenzy of news coverage. All was later explained, and the public responded with admiration.