DEVELOP THE TRUTH

31% of Canadians have at least one tattoo, and 28% have five or more. Yet, people with tattoos still face dated prejudices. Having a tattoo is not considered a “protected class” under the Fair Housing Act, so landlords aren't legally restricted from denying rent to a tattooed person based on their tattoos alone.​

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We want to end the misconception that tattooed people are less professional, less responsible, less likely to hold a great job, or less likely to be good tenants or homeowners.​

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We've partnered with Inkbox, a local temporary tattoo company, to create a series of three touchable print ads that would exist in Real Estate Magazine and other rental and homeowner magazines. The viewer would be prompted to press and hold an area of the print ad that would reveal a hidden message about each person – each heavily tattooed person. Thermochromic ink, activated by the viewers' body temperature, reveals key information about each subject, proving misconceptions about tattooed people wrong.​