Invisible Hate
360 Campaign // Social, Art Direction
InvisibleHate.org is a digital tool that enables millions of Americans to see where Confederate monuments stand, learn the truth behind them, and take action to help tear them down once and for all. In 2020, 22squared partnered with the Atlanta Branch of the NAACP to create Invisible Hate and expose historical truths behind over 700 Confederate monuments.
Launch Video
Extending into Social
Social Launch
We utilized Instagram to launch Invisible Hate on social, to visually represent how American history has been whitewashed. We posted 8 seemingly blank images, with one visible post in the center.
When clicked on, each seemingly blank post animated to reveal a video that exposed how hate is often standing in plain sight through the history of Confederate monuments.
Click play to view example posts from our launch grid:
Our team created work for Invisible Hate’s social channels. Here is a sampling of some of the posts we designed:
Giphy Stickers
Our team partnered with Giphy to create a series of Invisible Hate Giphy Stickers to help people use their voice to educate and expose the truth behind Confederate monuments and demand for them to tear them down.
Web App Stickers
We also designed stickers to be used within the Invisible Hate web app and shared to social. We took creative inspiration from actual protest signs to bring authenticity and humanity to the work.
Awards
The One Show | Silver Pencil | Events and Experiential
Webby Award | Public Service & Activism Winner
Webby Award | Best Cause Related Campaign
Atlanta Addys | Pro bono | Silver
Fast Company | “ World Changing Ideas” Advertising Honorable Mention
Agency: 22squared
CCO: Matt O’Rourke
CD: Alex Lukacs
CW: Emma Murphy
AD: Lucy Orr
AD: Kendra Malone