POV, which trains diverse talent for creative industries, is deploying humour to get the word out about the lack of representation in media and film.

The non-profit’s latest work, “Cheque Your Privilege,” sees a white creative literally hiding from an uncomfortable conversation, and encourages donations to POV. Chris Dacyshyn, executive creative director at agency partner Bleublancrouge (BBR), explains that the message POV wants to send to to the industry is a serious one, but the shop chose a humorous, more optimistic tone “because we need people to join in rather than check out.”

The campaign is POV’s first with media support, and updates the organization’s messaging, which had been previously focused purely on awareness.

“In order to deepen its film and media training offering for BIPOC and LGBTQ+ youth in the Toronto area, and to expand its offering to other provinces in Canada, POV specifically asked us for a fundraising campaign,” Dacyshyn says.

As far as the timing, she says POV is a small, lesser-known organization and that the agency felt they might be easily drowned out by more established charities in the months leading up to Christmas.

In addition to BBR, POV also collaborated with the Radke Group to put diversity at the forefront of the “Cheque Your Privilege” campaign’s development, making it a priority to include BIPOC professionals, mentees and mentors in the cast, crew and post-production team.

POV executive director Biju Pappachan says the campaign provides a tremendous opportunity for the industry to support POV’s mission and to champion a new generation of diverse talent.

“Programs like those we offer at POV bring a sense of hope”, Pappachan says. “By providing resources and training for diverse creatives, POV not only empowers them to tell their stories, but also imparts the fundamental skills required to succeed in the film and media industries.”

The industry still fails to reflect the diversity of the cities in which these many of its major agencies are centered. A 2020 ICA report found that 32% of Ontario agency employees identify as racialized, while more than 50% of Toronto’s general population identifies as racialized.

Up-and-coming creatives often lack  industry connections, access to film education, financial stability needed for unpaid internships, and a sense of belonging in the workplace.

The campaign runs in the GTA across TV, digital, radio and DOOH on media platforms donated by Rogers Sports and Media, a media mix that is “pretty broad for a smallish non-profit” according to the partner agency.