Ville-Marie conducts cleanliness campaign
By Rob Bale
The Montreal borough of Ville-Marie has begun a campaign intended to raise awareness of local resident and businesses who adopt “responsible cleanliness practices.” The campaign, developed by Camden, features four residents and one business owner from the neighbourhood and the actions they take to keep the area clean. The effort includes street posters, transit advertising, digital materials and social media content.
“Cleanliness guidelines are often associated with a preachy tone,” said Mitch Cayouette, creative vice-president at Camden Montreal. “We wanted to reverse this trend with a concept that doesn't point fingers.”