Humanity Selected as Marketing Agency AOR by The Canadian Museum for Human Rights

The Canadian Museum for Human Rights (Museum) – the world’s first museum with a sole dedication to exploring the evolution, celebration, and future of human rights around the world - has selected Humanity as their Marketing Agency AOR.

The Museum’s location in Winnipeg, Manitoba, is situated near the longitudinal centre of Canada, at the heart of the continent and at the forks of the Red and Assiniboine rivers. For thousands of years, Indigenous peoples gathered at the Forks for peacemaking, dialogue and trade. Today this ancestral land stands as a National Historic Site.

Humanity was chosen as the Museum’s AOR earlier this year following a rigorous open RFP process.

Humanity will lead all campaign creative for the Museum’s blockbuster exhibitions – the first of which will be launching in the new year, and will cover TV, radio/audio, newspaper, digital, social and cinema.

As well, Humanity has begun a yearlong brand renewal process for the Museum, starting with an in-depth strategic process to understand the topic of human rights in Canada, working with Museum employees, volunteers, and various equity seeking groups across the country. The refreshed brand for the Museum will be rolled out to coincide with their 10-year anniversary in September, 2024.

Ryan Hughes, chief strategy officer, and Humanity co-founder said, “The Museum is a perfect fit for Humanity and the way we understand the world around us. Humanity's behavioural science-based approach will allow us to break through the many layers of bias that prevent progress as a society on important human rights related topics, and allow us to reach all Canadians with a fresh and timely message from this incredibly important Canadian institution.”

Carolyn Shaw, president, chief creative officer, and Humanity co-founder said, “In many areas around the Museum, you will see Article 1 of the United Nations’ Declaration of Human Rights – “All human beings are born free and equal in dignity and rights.” At Humanity we believe all of us have the collective responsibility to respect and uphold these rights for all humans, and we are honoured to partner with the Canadian Museum for Human Rights to support their work in inspiring global dialogue and serving as a positive force for change in the world.”

Louise Waldman, director public affairs, Canadian Museum for Human rights says “We were impressed by Humanity's work with other brands and organisations defined by a strong social purpose and to their human-centred approach to storytelling. From the beginning, Humanity's work has challenged us to think differently about the work that we do; we welcome this new relationship.”