Canada is one of the most prosperous countries in the world. And yet, close to 1 in 10 of our population lives in poverty; and many more are impacted by social issues associated with poverty. But people around the world, including Canadians, don’t realize it’s happening in their own neighbourhoods.

A campaign highlighting social issues at this scale is not something the Canadian market is used to seeing.

To highlight social issues being left in the dark, we created new Pantone® colour in partnership with the Pantone Color Institute and called it Unignorable. A high-visibility neon that boldly calls for your attention, yet draws you in with its optimism. It’s a colour that appears to be in constant motion, yet isn’t polarizing like most bright neons.

Working with a world-class illustrator, we then combined our colour with art to visualize each social issue and tell a story that words couldn’t. Through this minimalist, eye-catching design system, complicated and overlooked social issues were simplified in a way that couldn’t be ignored.