FOUNDATION NEEDS CASH TO PROMOTE SCHOOL
By Adnews Staff
A Quebec foundation whose goal is to keep kids in school has launched its first fund-raising campaign. The Fondation Réussite Jeunesse began its drive this month with two 30-second commercials and one 15-second spot, produced and aired by the TVA network of independent stations. The commercials were shot at a school in St-Donat. The foundation is also planning radio and newspaper advertising. Armada Bates in Montreal is creating the advertising. Doin, Alexandre & Associés, also in Montreal, is handling public relations. One of the foundation's partners, a seniors' group called the Fédération de l'Age d'Or du Québec, is putting an insert in the April-May issue of its magazine, which has a circulation of 120,000. Another partner in the venture, the Royal Bank, is soliciting its customers at 200 branches in Quebec. Weston Bakeries Quebec, the foundation's main backer, is sending out a brochure through its distribution channels. The other partner in the foundation is the Association des cadres scolaires du Québec, an organization of school administrators. Its 2,300 members are running local fund raising efforts in their school districts. Since its start in 1994, the foundation has contributed $10,000 dollars to each of 16 projects for primary and secondary school students.