Pflag Canada: Destination Pride

5,000 Hours of Data Engineering

To build the platform, FCB/SIX logged over 5,000 hours developing a custom algorithm that aggregated thousands of data points. The tool pulled from Equaldex, Wikipedia, and Netbase to measure six specific metrics: marriage equality, sexual activity laws, gender identity protections, anti-discrimination laws, civil rights, and real - time social media sentiment. This dynamic design meant a city’s flag could physically "shrink" or "grow" based on the current tone of local social media conversations. The creators described the resulting numerical score as a "Rotten Tomatoes" for human rights.

Bypassing Censorship in Hostile Nations

The campaign’s most critical challenge was reaching LGBTQ+ individuals in regions with government - sanctioned hostility, such as Russia and Uganda. To bypass local censorship, the agency used "interest - based" Facebook targeting - connecting with users interested in both "Travel" and "LGBTQ rights" - to deliver safety data directly to marginalized communities. This strategy allowed the platform to engage users from 166 of the world’s 195 countries within months of launch.

196 Laser-Cut Data Postcards

Beyond the digital interface, the production team created 196 unique laser - cut postcards, one for every nation on Earth. Each card visualized that specific country’s data through the reimagined flag and was mailed to world leaders and influencers to spark policy discussions. The project’s cultural impact was eventually recognized by the London Design Museum, which included the visualizations in a retrospective on graphic design and political messaging. Lead creative Ian Mackenzie and Pflag’s Louis Duncan-He also integrated real community stories, such as transgender traveler Lisa Crawford, to ground the data in lived experience.