POV, a Toronto-based organization that helps train diverse talent for a career in content production, has launched its first-ever mass marketing campaign with the aim of improving diversity within the sector.
According to POV, the “glaring gap” in BIPOC representation means that talented creatives on both sides of the camera often fail to get an opportunity to pursue their passion. POV was launched in 2007 by Edie Weiss and Jeff Kopas.
Developed in partnership with Bleublancrouge and production company Radke Group, “Cheque Your Privilege” is urging agencies, studios, editing houses and other film- and media-related businesses to fund what it describes as “the diversity of tomorrow” by donating at ChequeYourPriviliege.ca.
The accompanying campaign launched earlier this month and runs through April across TV, digital, radio and DOOH. Media for the campaign was donated by Rogers Sports & Media.
It’s tackling a serious problem, but Bleublancrouge opted to use humour to deliver the message. While humour is something of an outlier in today's marketing, particularly in cause-related marketing, the approach enabled POV to invite more people to address the issue, said BBR's executive creative director, Chris Dacyshyn.
"It's was pretty unanimous that it was the right approach. It wasn't too heavy, it wasn't indicting in a way that shut people out," said Dacyshyn. "It was more welcoming and acknowledged that everyone knows there's a problem, everyone knows we need to fix it, and here's how to start."
The campaign is anchored by a 60-second spot called “C’mon Todd,” which features a Black spokesperson (played by Hannan Younis) visiting the office of Todd Hammersfield, a fictional production executive. “Like most of Canada’s film and media industry, Todd’s studio is mostly straight. And white,” the spokesperson tells the camera.
Interspersed with occasional shots of a rustling fern—where Todd is presumably hiding from view—the spokesperson informs viewers that while it’s not Todd’s fault that the industry has spent the past century making it nearly impossible for underrepresented groups to have a career in media production, he has benefited from the structure. “And that’s why we need Todd’s help now,” she says.
The spot ends by revealing Todd isn't actually behind the fern, he’s been hiding in the heating ducts, and comes crashing to the floor. The voiceover urges the industry to stop hiding from its lack of diversity, and visit the website to donate.
A 15-second companion spot, "Avoiding Problems," features white people in an advertising agency hiding behind the photocopier, a plant, and in a cupboard as a voiceover explains that they'd rather not talk about the fact the industry is predominantly white and straight.
The lack of diversity in Canada’s media production industry has been well-documented. According to a 2022 study by the Director’s Guild of Canada, just 18.3% of its membership identified as BIPOC, compared to 27% of the general population.
And a 2020 ICA study found a significant discrepancy between the percentage of BIPOC agency employees compared to the general population.
“Anyone working in film and media will tell you that the industry has quite a problem—it’s very straight and very white,” said Dacyshyn. “That makes all of us very uncomfortable, especially those of us who’ve benefited from the privilege. It’s not something we asked for, but it’s there, it’s glaring, and it needs to be fixed. We’re trying to offer a solution.”
But while hiring BIPOC talent is a key objective, Dacyshyn said it’s also imperative to increase the size of the talent pool to draw upon BIPOC talent. One of POV’s goals with the fundraising program is to expand its education programs into other markets.
“Programs like those we offer at POV bring a sense of hope”, said executive director Biju Pappachan. “By providing resources and training for diverse creatives, POV not only empowers them to tell their stories, but also imparts the fundamental skills required to succeed in the film and media industries."
The campaign offers a "tremendous opportunity" for the broader industry to support POV and champion a "new generation" of diverse talent, he said.
