In response to a growing social crisis, Centraide of Greater Montreal and its network of 375 community organizations have launched a new awareness campaign, partnering with Rethink for the creative direction and with Espace M for media strategy and placement execution. The initiative aims to raise public awareness around pressing social issues such as the lack of affordable housing and homelessness, which increasingly affect more individuals.
Julie Gagné, Vice President of Marketing and Technology at Centraide of Greater Montreal, explains: “Social issues have become more visible and closer to home. Even average incomes are sometimes no longer enough to cover daily essentials.” A recent survey conducted by Léger revealed that one in four individuals earning $59,000 or less has experienced an episode of poverty.
Centraide’s community network plays a vital role, acting as a safety net for one in five people in Greater Montreal—but in reality, everyone benefits from it.
“The campaign’s approach shows how someone who receives support today can fully take their place in the community tomorrow—becoming a neighbor, a friend, a worker, or a dedicated volunteer,” says Nicolas Labbé, copywriter at Rethink.
The media strategy led by Espace M enables the campaign to be deployed effectively across 30- and 15-second TV and web spots, out-of-home placements, radio, and digital ads. The campaign features individual stories transformed through the support of Centraide’s community organizations, emphasizing the long-lasting positive impact for all of society.
Source: Grenier
