Waterloo Region Anti-hate Campaign Design

August 2025

The Region of Waterloo launched We All Belong Here, a region-wide Anti-Hate Campaign responding to rising community concerns about hate, harm, and discrimination. Guided by the Community Safety and Wellbeing Plan and the Combating Hate Action Table, the project required a strong, unifying campaign concept grounded in social justice, lived experience, and collective responsibility.

The Project

The work included developing the overall campaign theme and co-creating key messages with Regional staff and Action Table members. The campaign emphasized belonging, safety, allyship, and shared accountability, while encouraging residents to recognize and call out discrimination.

Creative execution spanned multiple platforms, including out-of-home media, print, radio, digital advertising, and a GRT bus wrap, with a strong focus on representation and community voice across Kitchener, Waterloo, Cambridge, and the surrounding townships.

Outcome

The campaign delivered a cohesive, values-driven visual and messaging system that was adaptable across media and scalable for future engagement. Community-centred design and collaborative development ensured the campaign reflected diverse lived experiences while remaining clear, accessible, and action-oriented.

The result was a highly visible regional initiative that reinforced inclusion, strengthened public awareness, and positioned belonging as a shared responsibility across the Region.

‘We all belong here’ Website Development

October 2025

As a core component of the We All Belong Here campaign, the pledge website was developed as a fast-turnaround, high-impact microsite supporting public engagement and action. The site design aligns with the ‘We all belong here’ campaign branding and guides users through three key pathways: I Have Experienced Harm, I Am an Ally, and I Am a Potential Partner.

The Project

Built on Squarespace, the microsite prioritizes accessibility, clarity, and ease of use. The scope includes AODA-compliant layouts, expanded SEO for resources and blog content, multilingual functionality, and integration of an accessibility toolbar.

The website's content was created in partnership with the Region through structured content sessions, live working sessions, and team training focused on updates, accessibility, SEO, analytics, and multilingual tools. The project also included the development and integration of a comprehensive privacy policy tailored to the campaign.

Outcome

Within a short timeline, the pledge website launched as a robust, accessible, and future-ready digital platform during the region-wide launch event at Waterloo City Hall. It enables residents to find relevant resources quickly, engage with the campaign, and take action aligned with their role and lived experience.

Training and live update sessions empowered the internal team to manage and evolve the site confidently, ensuring long-term sustainability, compliance, and responsiveness as the campaign continues to grow.

Media Links

• ‘We all belong here’ official website, October 2026

• ‘Community launches collective action against hate’, Region of Waterloo, October 23, 2025

• ‘Region launches ‘We All Belong Here’ campaign to fight hate crimes’, CTV News Kitchener, October 23, 2025

• ‘New campaign aims to combat hate and increase belonging in Waterloo region’, Cambridge Today, October 24, 2025

• ‘EDI-R partnership to combat hate’, University of Waterloo, October 23, 2025

• ‘Community speaks to We all belong campaign’, Region of Waterloo, YouTube

• ‘‘We All Belong’ wraps Waterloo Region in call against hate’, Sign Media, November 10, 2025