Centraide - Entretien d'embauche
Advertising campaignCentraide 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 throughout the province. Imédia has been supporting Centraide in its communication efforts for over 15 years.
Centraide
“Choisir une cause, c’est en laisser tellement d’autres derrière” (Choosing one cause means leaving so many others behind) was the slogan of the campaign, continuing with the previous year’s objective: to make donors understand that they don’t need to choose a cause in order to donate.
The theme of solidarity in giving was revisited for a second year, but this time, the concept was turned around. We took the perspective of the causes rather than of the donor. Instead of putting the donor in a position where they had to choose, it was the causes that were portrayed as being “for sale.” Because in order to be liked, chosen, or helped, causes must present themselves, evoke empathy, and persuade.
The concept drew a parallel between the job market and the reality of Centraide: just as companies need employees during a labor shortage, organizations need to be selected from the multitude of causes to receive appropriate assistance.
The action was set in a stylish office where the causes (mental health, youth aid, domestic violence, homelessness), represented by personas, highlighted the reasons why they were competing to be chosen. The selection criteria were exaggerated and made viewers think: do we really need to go that far?
To capitalize on the annual theme, digital actions that linked to the main idea were deployed: sought-after employees became sought-after donors. A graphical grid was developed to represent the hiring environment and highlight the characters representing the causes.
The campaign was rolled out on television, radio, outdoor advertising, print, and digital platforms.
