Centraide 24
Advertising campaignCentraide Québec, Chaudière-Appalaches and Bas-Saint-Laurent is a philanthropic organization that collects donations from individuals and businesses to support a wide network of community organizations across the province. Imédia has been supporting Centraide in its communications efforts for over 15 years.
Services offered
Every donation makes a difference
With the slogan “Every donation makes a difference,” the campaign is rooted in the power of collective giving—a core value of Centraide. The concept highlights what makes the organization unique: a single donation, no matter the amount, can support 225 organizations and help build a stronger community.
In collaboration with the production company OKOK, the campaign is grounded in everyday moments to show, with humanity and sensitivity, the tangible impacts of donations. Through a series of videos and visuals, each act of solidarity is linked to a concrete effect: breaking social isolation, supporting academic success, or offering a safety net to families in precarious situations.
The creative approach relies on simplicity and authenticity, portraying characters that represent the different causes supported by Centraide. Viewers are transported into relatable situations where the protagonists are touched by collective generosity, setting in motion a meaningful and positive change. The staging is subtle yet evocative, enhanced by warm and uplifting narration. The concept is supported by a flexible tagline that builds on the idea of giving, inspired by a popular Quebec expression: Un-don-bien... (a well-done donation)—such as caring, impactful, reassuring, etc. These key words reflect the many benefits of donations and reinforce the campaign’s unifying message.
The campaign
Deployed throughout Quebec, the campaign generated over 3.6 million impressions, compared to the 1.6 million initially planned for digital placements—resulting in a web delivery rate of 224%, or 124% higher visibility.
As for the web banner click-through rate, the industry average is around 0.75%. A testament to its success, this campaign achieved an average click-through rate of 2.12%, demonstrating strong interest in the ad content and a highly relevant audience targeting strategy.
There was a significant increase in traffic to the website, indicating that the campaign effectively met its objectives. This performance is attributed to the diversification of media channels, including television, radio, out-of-home, print, and digital initiatives.
Ultimately, Centraide announced an investment of $21,129,296 in 225 community organizations and projects in the Capitale-Nationale and Chaudière-Appalaches regions for the year 2025.
