About This Project
Summary
“Write Us Off” is a campaign designed to reframe perceptions of one of Toronto’s most misunderstood communities. For decades, Jane/Finch residents have faced systemic bias and media misrepresentation. The campaign flips the phrase “write off” from an insult into a call to action: asking businesses to support community-led bias training in exchange for a literal tax write-off. Targeting Toronto businesses, we got the people who were writing us off to fund our futures.
Goals & Objectives
With charitable donations in decline and countless worthy causes competing for funds, the Jane/Finch Centre struggled to secure funding. Compounding this, the community has been marginalized for generations, preventing them from getting opportunities that would change their circumstances.
Results & Impact
Within a month, "Write Us Off" gained national attention, donations, and training requests. Nearly 50 companies participated in 30 days, impacting 4,300 employees. Endorsed by diversity organizations, 11 community centers sought to replicate the program, fostering systemic change.
the team
Michelle Dagnino
- Executive Director
- Jane and Finch Community Centre
Erin Kawalecki
- CCO
- Angry Butterfly
Brent Choi
- CEO
- Angry Butterfly
Graham Candy
- CSO
- Angry Butterfly
Hanna Bratt
- VP HOP
- Angry Butterfly
Bernice Lo
- VP ECD
- Angry Butterfly
Adam Notzl-Keyser
- VP ECD
- Angry Butterfly
Chenice Piercy
- ACD & Art Director
- Angry Butterfly
Ryan Chiasson
- ACD & Copywriter
- Angry Butterfly
Adam Allentuck
- Strategy Director
- Angry Butterfly
Nipun Goomer
- VP Group Account Director
- Angry Butterfly
Ana Del Monaco
- Sr. Project Manager
- Angry Butterfly
Jan Benavente
- Photographer
- Angry Butterfly
Tristan Barrocks
- Director
- Undivided
Angel Navarro III
- DOP
- Undivided
Barclay J. Maude
- EP
- Undivided
Scott Houghton
- EP
- Undivided
Christina Humphries
- Editorial
- Rooster Post Production
Lenka Gmitrová
- Editor/Assistant editor
- Rooster Post Production
Nicole Stamford
- Producer
- Rooster Post Production
Melissa Kahn
- EP
- Rooster Post Production
Jason Zukowski
- Colour
- Fort York VFX
Jose Salinas
- Ass. Colour
- Fort York VFX
Melissa Vasiliev
- Lead VFX Artist
- Fort York VFX
Luke White, James Marin, Alex Boothby, Serina Choi
- Flame Artists
- Fort York VFX
Cathy Jefferies
- EP
- Fort York VFX
Joseph Frustaglio
- Audio director and original music composition
- TA2
Oliver Wickham, Drew Thomas
- Additional music composition
- TA2
Ken Lo
- Engineer
- TA2
Ken Lo, Adam Ive, Selina Fiorini-Paglia
- Sound Design
- TA2
Drew Thomas
- EO
- TA2
Christine Leslie
- EP
- TA2
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