Within the framework of a daring ad campaign - Essor Insurance provides financial support to MIELS-Quebec

    MONTREAL, June 9 /CNW Telbec/ - Essor Insurance, one of the leading
insurance brokerage firms in Quebec, contributed to the financing of the
Mouvement d'information et d'entraide dans la lutte contre les infections
transmissibles sexuellement et par le sang (ITSS) et le sida à Québec
(MIELS-Québec - Information and assistance movement in the fight against
sexually transmitted and blood-borne infections, including AIDS, in Quebec), a
non-profit organization committed to preventing AIDS and providing support to
individuals living with the virus.
    On May 27, Ross Gagné, head of Essor's Marketing Department, visited the
directors of the organization to hand them a cheque and congratulate them, on
behalf of the company, for their excellent work. In so doing, Essor Insurance
was honouring a promise it had made last April at the launch of a particularly
daring advertising campaign.
    In fact, the firm had come up with a head-turning billboard campaign:
positioned along strategic communication arteries throughout Quebec, these ads
showed a condom in the form of a house in its wrapping, along with the
message: Protégez ce que vous avez de plus précieux (Protect your most
precious values).
    "Thanks to this campaign, we were able to remind the public that the
condom remains the best form of protection against sexually transmitted
infections and the human immunodeficiency virus (HIV). We also decided to
contribute to the financing of organizations involved in the research and
prevention of sexually transmitted and blood-borne infections as well as the
human immunodeficiency virus (HIV)," explains Ross Gagné, spokesperson for
Essor Insurance.
    This support is highly appreciated by officials of MIELS-Quebec, given
the current economic climate, which constantly requires them to do more with
less. In short, a great story demonstrating that advertising can lead to good

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/

For further information:

For further information: Ross Gagné, Departmental Head, Marketing, (514)
878-4184, ross.gagne@essor.ca

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