In Jack Layton's last letter to Canadians he ended with these final words: “My friends, love is better than anger. Hope is better than fear. Optimism is better than despair. So let us be loving, hopeful and optimistic. And we’ll change the world.”
Working alongside the Broadbent Institute, Wise & Hammer has helped launch a social media campaign called “Dear Jack” to ask Canadians how they see that dream alive now.
Wise & Hammer's primary focus was to design and develop branding and the hub of the campaign DearJack.ca, a website where Canadians can go to share their words, photos and videos. We all believe, there are many who share in the belief that we should be building a more optimistic, loving and hopeful Canada. This platform gives everyone the opportunity to share their interpretation of that vision.
Wise & Hammer created a hub of social streams for converging discussions and memories of Jack's life. Utilizing Facebook and Twitter, people could tweet or post content to their wall and have it shared with the community on the Dear Jack website.
Realizing that people use social applications more often than when they are just sitting at their desktops, Wise & Hammer developed a rich mobile interface allowing people to share Jack's story from anywhere they wanted. The entire event ended on Jacks birthday, with a celebration at Nathan Phillip Square in downtown Toronto.