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To celebrate Montreal Pride, the Equity, Diversity and Inclusion (EDI) committee at creative communications agency Cossette launched #TheUpcycledMarch, a bold initiative where hate was turned into inclusive and engaging artwork. In response to the fall 2023 protests against gender identity education in schools, the team collected posters with hateful messages and transformed them to change the narrative. The pieces were displayed at Galerie Hughes Charbonneau on August 22, then auctioned to benefit Aide aux Trans du Québec (ATQ). 

“It was shocking to see so many angry people coming together to spread their toxic views about certain communities. It spurred me into action,” said Souléman Diallo, copywriter at Cossette and originator of the project. “I hope the artwork will bring people some peace and show that no one’s alone. They have allies by their side.” 

To transform the posters, Cossette’s EDI committee enlisted 10 Montreal illustrators and muralists, who crafted unique creations promoting inclusion and diversity. The participating artists were Alice Demée, Charlie Bourdeau, Garçon Bonbon, Isadora Ayesha, Karma Petri, La Charbonne, Maïa Fadd, Oh Mon Doux, Studio Baby Cupid, and TEO.

“These works of art embody the values and beliefs I hold most dear,” said Chris Bergeron, vice-president, inclusive creativity at Cossette. “They illustrate the fact that every individual deserves to be seen, heard and respected, regardless of their gender identity. Even in the face of adversity, we have the power to rewrite toxic narratives in favour of empathy and understanding.”

On Thursday, August 22, the public was invited to view the exhibit in the warm, welcoming atmosphere of Galerie Hughes Charbonneau. The event featured a happy hour, allowing guests to connect with the artists and members of Cossette’s EDI committee. All the artworks were successfully auctioned off, with the proceeds going to Aide aux Trans du Québec (ATQ), an organization dedicated to helping gender-diverse individuals and ending their social isolation.

“For me, transforming signs bearing hateful messages into inspiring works of art and then auctioning them off to support our services holds incredible power,” said Victoria F. Legault, executive director at ATQ. “It’s a concrete way to turn a deeply distressing situation for trans people into positive action marked by resilience.”