The Foundation of Stars - Stars to dream on for a world of healthy children

    MONTREAL, Nov. 22 /CNW Telbec/ - Mr. Jean Tremblay, President of the
Foundation for Research into Children's Diseases, has announced the
Foundation's new brand identity. Inspired by its original concept, the
Foundation's new name becomes the Foundation of Stars. This new name and the
new visual identity and signature are supported by the positioning statement
"Children's health research", reflecting the new realities and dynamics in
medical research, whose mission is to prevent genetic and congenital diseases,
to reduce the impact of traumas and to treat diseases.
    Since its first Telethon in 1977, the Foundation of Stars has distributed
$53,114,000 to four pediatric research centres in the Province.
    On the eve of its 31st annual Telethon, which will air on TQS and
CTV-Montreal across Quebec on December 1 and 2, the Foundation has revisited
its name in order to better communicate its mission to the public.
    Against a sky blue background, the logo pictures three stars which shape
a youngster's face expressing hope and happiness. The stars symbolize the
emotional feelings of children and families who benefit from pediatric
    According to the Foundation's President, Mr. Tremblay, "The stars are
bright and filled with the promise of a better future for the children, in a
world where the promotion of health, the prevention of diseases and the
discovery of new treatments will reduce the suffering of children and the
disarray of families of children affected by a disease, a trauma, or a genetic
or congenital handicaps."
    By changing its name, the Foundation builds on the historical fact that,
in the mind of Quebeckers the "stars" have long been associated to the
Foundation's biggest annual event, the Telethon of Stars. The Foundation's
volunteers, scientists and administrators believe that the new name will be
easier to remember and will contribute to differentiating the Foundation from
other humanitarian causes that address children's needs.
    The Foundation's new brand identity was created by the brand development
agency lg2boutique. According to the agency's Vice-President and General
Manager, Claude Auchu, "the choice of colours is inspired by the children's
world and expresses a feeling of hope with a distinct smiling graphic face.
This change of brand identity will support the Foundation of Stars and its
volunteers in their fundraising activities and in the promotion of pediatric

    The Telethon of Stars is not the sole fund-raising activity of the
Foundation, but it is its most visible manifestation of public support of
children's health research. Since its first Telethon in 1977, the Foundation
of Stars has become the largest source of non-governmental funding for
children's health research in Quebec, distributing its funds to the Montreal
Children's Hospital, the CHU Sainte-Justine, the Centre hospitalier
universitaire de Québec and the Centre hospitalier universitaire de Sherbrooke
and also to the newly created, pan-Canadian Maternal, Infant, Child & Youth
Research Network.

    lg2boutique entered the field of branding development with the goal of
going beyond mere visual identity or name generation and selection. Covering
all brand touch points is critical to this agency that already boasts a staff
of 10 specialists in various fields. "It's our size and our association with
lg2, one of the five largest agencies in Québec, that allow us to offer our
clients the best of both worlds: a complete analysis of their communications,
without losing the closeness that makes the process as comfortable as it is
effective", explains Vice President and General Manager, Claude Auchu.

    Located on historic St-Laurent Boulevard in the heart of Montréal,
lg2boutique is a real creative shop, with many honours to its name after only
a year in business. In fact, with seven awards in recent international
competitions, including a Best of Show at the Coupe Competition, you could say
this branding boutique has really found its niche, and is every day putting
into practice the mission that was established at the moment of its launch:
"Seize the opportunity. Innovate, innovate, innovate."

For further information:

For further information: Victor M. Drury, Chief Executive Office,
Foundation of stars, (514) 595-5730; Claude Auchu, lg2boutique, (514)
281-8901; Source: Charles Pitts, Oromedia, (514) 984-5614

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