Centraide - Présence discrète, impact concret
Advertising campaignBack to projects
Centraide Québec et Chaudière-Appalaches is a non-profit organization that collects donations to support over 225 agencies, forming a vast network of community assistance. In total, some 18,000 volunteers actively work within the organizations funded by Centraide and foster the development of supportive communities and better living conditions for vulnerable individuals.
Despite a period of economic instability, Centraide needed to maintain its advertising efforts to demonstrate the significant impact that a donation can have in the community, as one donation helps one in five people in Quebec. The organization commissioned Imédia to design a multi-platform advertising campaign to raise awareness of Centraide’s social impact and increase the number of donations.
For this particular project, the advertising campaign concept was centred on the donor. The idea was to show donors all the good that a donation can bring by placing them directly alongside the people who benefit from it. The campaign, illustrated by the slogan “Votre présence est discrète, votre don est concret” (your presence is discreet but your donation makes a difference), highlighted several causes such as food aid, educational support, and the fight against addiction.
Although the campaign sometimes addressed sensitive and painful topics, it was always bright and hopeful, as evidenced by the visual treatment. It also reinforced a sense of community by highlighting solutions without focusing on societal issues in order to encourage people to donate.
Deployed across all media channels (television, radio, social networks, digital, press, signage), the advertising campaign exceeded its objectives. The public’s interest and the effectiveness of the message were reflected in a delivery rate index of 239% for digital placements alone. The combination of video and static placements allowed us to effectively reach our targets and generate strong advertising frequency that led to the campaign’s success.
