The Canadian Museum for Human Rights Encourages Us to Learn Our History for Our Future

The Canadian Museum for Human Rights launches Love in a Dangerous Time: Canada’s LGBT Purge.

For almost 50 years, the Government of Canada systematically investigated, harassed, and fired 2SLGBTQI+ members of the federal public service, the Canadian Armed Forces, and the RCMP. This official policy, now called “the LGBT Purge,” destroyed thousands of careers and shattered countless lives.

The Canadian Museum for Human Rights (the Museum) is shedding light on this dark chapter in Canadian history with Love in a Dangerous Time: Canada’s LGBT Purge, a powerful new exhibition that shares stories of injustice and the activists who fought to expand human rights protections for all Canadians.

"Creating a campaign for this exhibition was challenging on a number of levels," explained Riva Harrison, the Museum's VP, education and public affairs. "It had to resonate with survivors of the Purge and meet the objectives of the LGBT Purge Fund, who worked with us to develop and fund the exhibition. It had to accurately depict a dark time in history and stand up to curatorial scrutiny. And very importantly, it had to connect to and pique the interest of a much broader audience who, in many cases, didn't know what the Purge was." 

To raise awareness of this critical exhibition, the Museum partnered with their Brand AOR, Humanity, on a national campaign.

“In speaking to survivors,” said Carolyn Shaw, president and CCO at Humanity, “they told us their hope was that today’s youth would become more vigilant against discrimination. This inspired our campaign’s core message: ‘Learn our history for our future.’ Our mission was to honour the survivors, educate Canadians unfamiliar with the Purge, and connect with younger generations in a way that feels contemporary and relevant.”

At the heart of the campaign is a 30-second hero video, depicting a haunting journey through five decades of the Purge. The narrative unfolds in a single long, government-style hallway, with five individuals representing each decade—from the 1950s to the 1990s. Their performances capture an emotional arc that moves from disbelief and grief to a final moment of defiant strength.

“Representation mattered in every detail,” Carolyn said. “A diverse cast, Humanity team and production team, including members of the 2SLGBTQIA+ community, ensured authenticity and sensitivity in bringing this story to life.”

Non-video assets include cropped close ups of each of the five cast members holding bankers boxes stamped with ‘NATIONAL SECURITY THREAT’ with copy that reads “For nearly 50 years in Canada being gay could get you fired”. The first launch of the campaign includes social, digital, programmatic, print, OOH and radio.

“Humanity took such care to work with us and were sensitive to ensuring the creative was compelling while also honouring survivors, who are true heroes,” Riva said. “It’s great to be welcoming folks who’ve seen the campaign into the Museum to learn more about the LGBT Purge and to explore some of the other issues facing the 2SLGBTQ+ community today.”

The exhibition itself, developed and designed by the Museum team, opened January 31st and will run for at least a year at CMHR before travelling to other venues. Campaign creative was led by Humanity, directed by Myles with Revolver Films, with Arrivals + Departures Media handling the media buy.