Centraide conducts campaign in Montreal
Centraide of Greater Montreal has begun a new advertising campaign using the tagline, "Underneath, we are all the same." The campaign, developed by Publicis Montreal, depicts 17 personalities in vulnerable situations. Participants include Isabelle Boulay, Caroline Dhavernas, Boom Desjardins, Mitsou and Abeille Gélinas, Patrice L'Écuyer, Laurence Leboeuf, Luc Picard, Joannie Rochette, Guylaine Tremblay, Jean-Nicolas Verreault, Annie Villeneuve and the members of the musical group Simple Plan. The initiative includes posters, billboards and print ads in magazines and newspapers, as well as television, radio and online advertising. The campaign will run in Quebec until mid-December. "This new ad campaign seeks to put the struggle against poverty at the centre of everyday discussion," said Yves Gougoux, chairman and CEO of Publicis Canada. "The theme is designed to bring people who lead a comfortable life to the realization that not everyone has been as lucky, even though underneath, we are all the same. My most sincere thanks to these 17 who so generously agreed to reveal themselves in their simplest expression, without the clothing or other artifices that can make it difficult to identify people in need." Centraide is a philanthropic organization that works to assist individuals and families living in poverty.