Official launch of the 2011 ad campaign - Underneath, we are all the same - Seventeen personalities reveal themselves for Centraide

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 23.

"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:

Publicis Canada is the third leading communications group in Canada, with over 450 employees. Publicis Canada is part of the Publicis Worldwide network.


To access the advertising material via Web cargo, members of the press can contact:


For further information:

For Publicis
Jean-Louis Dufresne  
BCP Consultants
For Centraide of Greater Montreal
Annick Gagnon
Public Relations Coordinator
514-288-1261, ext. 242


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