The TTC has received a 2021 Corporate Leadership Award - Marketing and Communications from the Canadian Urban Transit Association (CUTA). The award is for the TTC’s 2021 Black History Month campaign, which rolled out in February. The campaign was the TTC’s first public-facing Black History Month campaign, and highlighted 17 prominent Black Canadians who played important roles in politics, social justice and advocacy. The images were prominently featured across the system, on four wrapped buses, five wrapped streetcars and three subway trains with murals, as well as on printed posters, digital screen messages, social media posts and as a gallery of images on ttc.ca. Internally, the campaign also showcased TTC employees sharing their perspectives on Black History Month through a poster and video campaign.
“Congratulations to the TTC on winning the Canadian Urban Transit Association’s award for their 2021 Black History Month campaign. The campaign this year shared the many stories of Black Canadians who continue to impact our city and the country,” said Mayor John Tory. “In a city as diverse as Toronto, campaigns like this one spread across the entire TTC is one way for us to support our residents during Black History Month while also providing educational opportunities. Thank you to the TTC and all of the employees who played a role in bringing this impactful and remarkable campaign to life.”
“I want to thank CUTA for recognizing the TTC, and also want to thank staff members for their hard work on this campaign, as well as those who were featured,” said TTC Chair Jaye Robinson. “Promoting and celebrating diversity is a priority for the TTC. This innovative campaign allowed us to celebrate the achievements of Black Canadians with our riders, and we will strive to find more ways to embody the principles of equity and diversity throughout our organization.”
“We are extremely proud to receive this award from CUTA for our Black History Month campaign. At the TTC, we prioritize diversity and inclusion, and strive to ensure that our customers and employees feel welcomed and valued,” said TTC CEO Rick Leary. “This campaign was particularly significant to us, as we have seen a rise in instances over the past year of anti-Black racism throughout North America. Through this campaign, we hoped to build awareness around the important contributions that Black Canadians have made and we’re so glad it resonated.”
The award was presented today, October 6, as part of CUTA’s Annual Conference and Transit Show. The Marketing and Communications award recognizes exceptional development and implementation of marketing and communications initiatives.
In April 2021, the TTC hired its first Chief of Diversity and Culture and continues to work towards building greater diversity, equity and inclusion through its 10-Point Action Plan. The TTC has also launched campaigns for National Indigenous History Month and Pride Month. Work for the 2022 Black History Month Campaign will get underway shortly.