Singing Out, TTC and Publicis Toronto Join Forces to Amplify the Sound of Pride

Publicis Toronto is proud to announce the launch of its new campaign in collaboration with Singing Out, a non-profit 2SLGBTQQIA+ choir, and the Toronto Transit Commission (TTC). Named 'Prime Chime,' this initiative aims to celebrate Pride month while promoting the choir's empowering message of inclusivity and diversity, with a special emphasis on welcoming individuals from all walks of life.

Throughout the entire month of June, TTC will harmonise their subway platform alert tone by replacing them with a melodious chime performed by the talented members of Singing Out. This audacious move marks a significant milestone, as it is the first time TTC has embraced such a modification to their original alert tone.

“The original alert tone is deeply ingrained in every Torontonians’ daily lives” explained Joanna Monteiro, chief officer of Publicis Toronto. “By tweaking this iconic sound, we have a unique opportunity to break their routine, grab their attention and enable them to hear, in a joyful melody, Singing Out’s message of acceptance”.

Deborah Brown, TTC head of marketing and customer experience, stated, “TTC has always tried to find creative ways to celebrate Pride and foster an inclusive environment. Changing our tone for the first time ever is a powerful way to demonstrate this commitment and cultivate a sense of pride within the diverse communities we serve.”

With nearly three-quarters of a million people traversing Toronto's subway system on any given business day, this collaboration offers an unparalleled opportunity to shine a spotlight on Singing Out and foster awareness within the local community.

“This campaign and our collaboration with TTC provide a powerful platform for us to make our voices heard throughout Toronto, amplifying our message of joy and unity” commented Noah Witenoff, vice president of Singing Out. “As the 2SLGBTQQIA+ community often faces adversity, it is vital for us to be seen and heard, standing tall and advocating for acceptance.”

To complement this immersive experience, vibrant posters featuring real members of Singing Out will adorn TTC subway platforms and in subway trains during Pride month. Each platform poster will feature a QR code, enabling commuters to scan and experience the Pride Chime first-hand. Moreover, the campaign will extend its reach across popular social media platforms such as Instagram, Facebook, and Twitter, encouraging TTC riders to actively engage and share their thoughts on the campaign.