Centraide of Greater Montreal breaks new campaign
Centraide of Greater Montreal has begun a new advertising campaign called “Unstoppable Community Spirit” intended to express support for volunteer workers during the COVID-19 pandemic. The campaign, developed by Lg2, includes television, magazine, newspaper, online and out-of-home advertising. It will run in Quebec until July using donated media space from Astral, Attedra, Bell Media, Capitales Médias, Historia, KO Media, Le Devoir, Outfront, Pattison, Postmedia, Quebecor, Radio-Canada, Ricardo Media, Rogers, Séries Plus, TC Média, Télé-Québec and The Globe and Mail. Media work was handled by OMD.
“For a society to function, it needs a tightly woven social fabric,” said Anne-Marie Leclair, vice-president of innovation at Lg2. “This campaign reveals images of people helping people and shows workers and volunteers from the community sector handing out food, making friendly calls to seniors, supporting children over video calls and distributing basic necessities to the homeless. Even with their jobs made harder due to the spread of the virus, social distancing rules, risks, fatigue and sacrifices, nothing has stopped these craftspeople of collective well-being from showing their community spirit. They are on the front line responding to urgent needs, supporting the vulnerable, and responding quickly to evolving requests for help. Due to the stay-at-home order, we can't see them at work. Centraide wants us to know that they are there and that they are doing incredible things for our society.”
The campaign was produced in association with 211, the Fédération des centres d'action bénévole du Québec, the Fédération québécoise des organismes communautaires Famille, the Regroupement des organismes communautaires autonomes jeunesse du Québec, the Regroupement des organismes communautaires québécois de lutte au décrochage and La Tablée des Chefs.