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City of Montreal continues littering awareness campaign
The City of Montreal has begun the final phase of an advertising campaign intended to raise awareness of littering and related civic responsibilities. Developed in collaboration with Quebecor Media Group, this part of the campaign will last for four weeks and make use of five transit shelter executions. The creative consists of oversized depictions of items of garbage and a message to consumers that apparently meaningless everyday actions can make a difference to life in the city. The campaign also includes social media activities. The overall initiative broke in July with poster advertising and street activities.
"Transit shelters help us speak directly to citizens," said Louis Beauchamp, director of the communications department for the City of Montreal. "The use of the informal French pronoun 'tu' in the headers and tagline establishes a more familiar tone as we try to break old habits and get people to change certain behaviours."