MONTREAL, Sept. 14, 2011 /CNW Telbec/ - Today, Publicis Montréal
launched a daring and original new ad campaign for Centraide under the
theme "Underneath, we are all the same". For the campaign, 17
personalities and artists agreed to make themselves vulnerable with the
goal of helping the disadvantaged.
The new ads portray artists and personalities who didn't hesitate to get
involved in an exceptional way: 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 group Simple
Plan (Pierre Bouvier, Chuck Comeau, David Desrosiers, Sébastien
Lefebvre and Jeff Stinco). The ads aim to send a strong message to
ensure that poverty does not go unnoticed on the eve of Centraide's
next annual campaign, which will be launched in Montreal on September
"Poverty is complex, often going unnoticed and unmentioned," explained
Yves Gougoux, Chairman of the Board and Chief Executive Officer of
Publicis Canada. "This new ad campaign seeks to put the struggle
against poverty at the centre of everyday discussion. 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 personalities and artists
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."
"This campaign emphasizes the importance of uniting to fight poverty,"
added Michèle Thibodeau-DeGuire, President and Chief Executive Officer
of Centraide of Greater Montreal. "Everyone can get involved in
fighting this problem that plagues our society. In Quebec, one in eight
people live in poverty. In Greater Montreal, one in six children grow
up in a poor family. Poverty hinders people's chances of making a
better future for themselves. The agencies we support help people to
overcome their poverty. Once again, I want to thank and congratulate
the Publicis team, which has been donating its time and creative
expertise to us since 2005."
"For this 2011 Centraide ad campaign, creative daring takes the lead
with a simple and moving message," said Nicolas Massey, Vice-President
and Creative Director at Publicis Montréal. "By their gesture, these 17
personalities and artists help us all realize that basically, Underneath, we are all the same. Soberly, but very poignantly, photographer John Londono has succeeded
in capturing the essence of our common vulnerability."
A message was developed for print and display ads (posters, billboards
and ads in magazines, dailies and weeklies) and for television and
radio. Web banners were also designed.
The new ad campaign will be disseminated across Quebec from the
beginning of September to mid-December. The leading media groups and
major advertisers (corporations and businesses) have generously donated
ad space to ensure the campaign's success.
Centraide is a philanthropic organization that collects donations from
the public to support a vast network of community agencies, which help
individuals and families living in poverty. The 18 Centraides of Quebec
conduct a vast fundraising campaign every fall, involving 140,000
volunteers and hundreds of thousands of donors. This campaign makes it
possible to support 1,700 community agencies and projects, which in
turn help 1.3 million people. For more information: www.givetocentraide.ca.
Publicis Canada is the third leading communications group in Canada,
with over 450 employees. Publicis Canada is part of the Publicis
To access the advertising material via Web cargo, members of the press
can contact: email@example.com
SOURCE CENTRAIDE OF GREATER MONTREAL
For further information:
| For Publicis |
| For Centraide of Greater Montreal |
Public Relations Coordinator
514-288-1261, ext. 242