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Micropedia of Microaggression

Worn Down by Words

Agency: Zulu Alpha Kilo

Description

The world’s first encyclopedia for microaggressions, The Micropedia of Microaggressions, launched in December 2021 and has since been used in over 125 countries and been incorporated into countless diversity, equity and inclusion (DEI) programs across public, private and non-profit sectors. A new travelling art exhibit, Worn Down by Words, is now being hosted to further raise awareness of the harmful impact of these everyday slights and what we can do about it.

Microaggressions are often referred to as a death by a thousand paper cuts due to their repetitive nature. This notion inspired the exhibit that includes four provocative pieces, each visualizing the impact these phrases can have on a person’s mental health. Each microaggression is shown outside of a laser cut silhouette: “Where are you really from?”, “That’s so gay,” “She’s such a bitch,” and “Shouldn’t all lives matter?” The silhouette itself is constructed several layers deep of cut paper, demonstrating how words can wear someone down over time. The internalized harm is represented in a final red layer. The series is displayed with a QR code driving to TheMicropedia.org for further learning and prevention.

This professional campaign titled 'Worn Down by Words' was published in Canada in October, 2022. It was created for the brand: Micropedia of Microaggression, by ad agency: Zulu Alpha Kilo. This Experiential medium campaign is related to the Health and Public Interest industries and contains 1 media asset. It was submitted almost 2 years ago.

Credits

Client: Black Business & Professional, Pride at Work Canada, Canadian Congress on Inclusive Diversity & Workplace Equity, and Diversity Institute
Agency: Zulu Alpha Kilo
Chief Creative Officer & Creative Director: Zak Mroueh
ECD & Head of Design: Stephanie Yung
Art Director: Andrea Por
Writer: Christina Roche
Design Director: Jeff Watkins
Illustrator: Nabil Elsaadi
Account Team: Rob Feightner, Letty Castillo, Amy Nguyen, Karla Ramirez, Alexa Macdonald
Client: Nadine Spencer, Alex Ihama, Wendy Cukier, Colin Druhan
Agency Producer: Jason Pearson, Kenneth Haz
Studio Director: James Graham
Production Artists: Jeannette Downes, Ashleigh O’Brien

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