The Foundation
Awareness campaign
The Foundation’s public interest campaigns aim to convince different constituencies—individuals, companies and opinion leaders—of the need to support literacy and basic training and reach those wishing to learn and overcome their reading and writing difficulties.
THE FOUNDATION BUILDS ON AN ORIGINAL, FUN CAMPAIGN FOR ITS 20TH ANNIVERSARY!
A word sale! That’s the concept thought up by the Bleublancrouge advertising agency for the Foundation’s 20th-anniversary campaign.
For a few dollars, the Foundation is offering people the chance to buy words, literally. Through the MotsDepot.com Web site, you can purchase the word or words of your choice, in order to make them your very own or give them to a loved one
(in French only).
Some big names join the cause
Several well-known personalities from fields as diverse as the media, sports, business and entertainment have agreed to buy a word to support the Foundation.
Larry Smith, Pierre Karl Péladeau, Marie Turgeon, Véronique Cloutier, Alban D’Amours, Marie-France Bazzo, Normand Brathwaite, Joël Legendre, Jean Airoldi, Patrice Coquereau, Mireille Deyglun, Patrick Groulx, Marc Béland, Élyse Marquis, Alexandre Poulin, Sophie Durocher and Florence K.
Campaign in sound and image!
Listen to Marie-France Bazzo and Louis Champagne:
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Credits:
Agency: Bleublancrouge
Consultants: Carol Jungpeter and Marie-Andrée Mackrous
Creative director: Gaëtan Namouric
Creative team: Laurent Salles, Maxime Paiement and Frédéric Roux
Electronic production: Lisa Arduini
Print production: Marie-Noëlle Turcotte
Director of production for the Web advertising campaign: Annie-Luce Hynes
Interactive strategy and Web site production: Enfant Terrible
Web banner programming: Laboratoire créatif FIVE
Sound and music: Audio Z
THANKS TO ALL OUR MEDIA PARTNERS!
Pop Média
October 5 to November 16, 2009
Distribution of Pop Média cards in 645 establishments located in the Saguenay–Lac-Saint-Jean, Quebec City, Mauricie, Montreal, Côte-Nord, Gaspésie, Laurentides and Montérégie regions.
Cards distributed individually, October 15, 16, 22 and 23 at the Mont-Royal and Berri-UQAM metro stations, and at the corners of De Maisonneuve Boulevard and Saint-Denis Street and of Sainte-Catherine and Jeanne-Mance Streets in Montreal.
Corus Québec
October 13–31, 2009
Radio messages broadcast by radio station Info690.
January 11–17, 2010
February 15–21, 2010
March 1–7, 2010
Radio messages broadcast by radio stations 98.5 FM Montreal and Souvenirs Garantis in Quebec City, Sherbrooke, Gatineau and regional stations of Saguenay and Mauricie.
February 1–28, 2010
Web banner displayed on Web site.
Pattison
October 5 to November 1, 2009
Nine billboards in the Montreal region.
Hebdos Québec
Week of October 4, 2009
Advertisement (1/8 page) placed in more than 140 weeklies in Quebec.
La Presse
October 6, 10, 14 and 17, 2009
Mots Dépôt campaign advertisements.
The Gazette
October 5, 7 and 8, 2009
October 5–23, 2009
Web banner displayed on Web site.
Métro newspaper
October 6, 8, 13, 15, 20 and 22, 2009
Mots Dépôt campaign advertisements.
October 6 to November 6, 2009
January 15 to February 15, 2009
Web banner displayed on Web site.
New TV advertisement for Info-Alpha line
To encourage illiterate people to call the Info-Alpha line, the VOX network, in conjunction with the Foundation, has produced an advertisement promoting the phone line.
This advertisement also portrays the varied profile of illiteracy, showing people of different ages, both men and women, in day-to-day situations where they are struggling with reading difficulties.
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The advertisement is broadcast free-of-charge on the VOX network across Quebec (in French only). |
Fillers
All media are invited to air these fillers in order to raise public awareness of the shocking problem of illiteracy. To obtain graphic materials that meet your technical specifications, we invite you to call 514-289-1178, ext. 225.
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