Centraide - Personne derrière

Centraide - Personne derrière

Advertising campaign
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Centraide Québec, Chaudière-Appalaches et Bas-Saint-Laurent is a philanthropic organization that collects donations from the public and businesses to support a vast network of community organizations. Imédia has been supporting Centraide in its communication efforts for over 15 years.

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215 organizations. 1 click. 1 donation. The campaign entitled “Ne laissons personne derrière” (Leave No One Behind) was centred on the concept of solidarity in giving. It refers to Centraide’s distinguishing characteristic: the ability to support multiple causes with a single donation. The concept was created by Imédia and production company Nova Film.

The campaign highlighted the positive impact of supporting a large number of causes, especially in the context of the pandemic in 2021. The creative angle was illustrated through scenarios that involve choice, akin to a beauty contest, a shopping trip, or casting a vote.

The first video depicted a man shopping for clothes. Concerned about his choice, he seeks advice from the saleswoman who directs him to popular causes: food aid, loneliness among the elderly, and mental health. The second video was a satirical take on a beauty contest where the contestants are homelessness, drug addiction, and dropping out of school. Each cause is represented by a person, to raise awareness of the impact of each choice. The donor understands that they don’t have to choose, when the most important thing is to take action. Donating to Centraide means supporting multiple organizations and projects without having to select one cause.

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Broadcast across the Capitale-Nationale, Chaudière-Appalaches, and Bas-Saint-Laurent regions, the campaign was featured on television (traditional and online), radio, outdoor advertising, print, and digital platforms. It generated the best results of the previous five years. In electronic formats we obtained over 230,000 impressions, 2,200 clicks, and 850 views for the creatives addressing domestic violence and mental health.

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Impressions

230k

Clicks

2200

Views

850

Prices

  • Format Libre2022Journal