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Foundation begins Be A Hero campaign

The Montreal-based Jasmin Roy Sophie Desmarais Foundation has begun an advertising campaign intended to promote “healthy emotional and relational lifestyle habits” among young people. It consists of two television commercials that will air on TVA, ICI Radio-Canada and CBC, as well as a longer online video. The campaign was developed by Ogilvy in association with Les Enfants. The creative, produced in the style of a superhero movie, depicts costumed villains performing common acts of discourtesy, such as failing to give up a bus seat to a pregnant woman. The ads end with the copy, “No one likes a villain in real life. Be a hero. Stand up for kindness.”

“Although the villain is often charismatic and endearing on screen, the opposite is more often the case in real life, as shown in this new campaign,” said Antoine Dasseville, artistic director at Ogilvy. “We don't want ‘villains’ in real life. We’d rather they stay in the movies.”

The Jasmin Roy Sophie Desmarais Foundation works to counter bullying, violence and discrimination against elementary and secondary school children.

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