Prevention
The Gift of Reading® – Collection
See and hear us
2008-2009 Edition
New Gift of Reading® campaign
The new advertising campaign for The Gift of Reading® was designed by bleublancrouge on the basis of the following message: “When a child doesn't read, imagination disappears.” To convey this idea to the general public, the different advertisements show fairy tale characters, such as Cinderella and Peter Pan, slowly fading away in hospital. These characters represent the imaginary worlds of children without access to reading, which are likely to disappear over time.
Credits
Agency: bleublancrouge
Consultants: Carol Jungpeter
Project officer: Audrey Besner
Creative director: Gaëtan Namouric
Copywriter: Maxime Paiement
Art director: Frédéric Roux
Print advertising
Peter Pan wheelchair concept In his usual garb, an elderly Peter Pan sits in his wheelchair in front of an open hospital window. The wind blows the curtains into the room. Life and time have left their mark on him. Looking up at a shooting star in the sky, he appears sad not to be able to fly away. He has a hospital bracelet on his wrist. |
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Cinderella IV drip concept Cinderella wanders the corridors of a hospital with her IV drip. She’s wearing her ball dress, and has only one shoe on. Visibly worn down by illness, she is pale and weak. She has to lean on her IV stand to move forward. She has a hospital bracelet on her wrist.
Credits Agency production director : Ève Mathieu Photographer: Alain Desjean |
Radio advertisement
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Credits:
Agency: bleublancrouge
Consultant: Carol Jungpeter, Audrey Besner
Creative director: Gaëtan Namouric
Copywriter: Maxime Paiement
Production co-ordinator: Danielle LaBranche
Sound: AudioZ
TV advertisement
Imaginary hospital
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Credits: Production co-ordinator: Lisa Arduini Director: Jean-Michel Ravon Director of photography: André Turpin Productioncompany: La Fabrique d’images Postproduction: Buzz Images Music: Joss Dumas, AudioZ Composer: 4 Monkeys Sound: AudioZ |
Scenario
Cinderella wanders the corridors of a hospital with her IV drip. Her blue ball dress is all wrinkled. Visibly worn down by illness, she is pale and weak. She passes, one by one, Tom Thumb, moving along slowly with his walker, a sick elderly dwarf, an aging Peter Pan in his wheelchair, and Sleeping Beauty, still asleep. Suddenly, the continuous buzz of a heart monitor is heard, warning that a patient’s heart has stopped beating. Cinderella watches as medical staff rush toward Little Red Riding Hood’s room. Then a child is heard saying: “When we can’t read, the world of our imagination disappears. Give The Gift of Reading®.”
THANKS TO ALL OUR MEDIA PARTNERS!
VOX
November and December 2008
Production and broadcasting of an advertisement in which actress Marie Turgeon invites the general public to take part in The Gift of Reading®.
| View the advertisement (in French only) | |
Interview with Marie Turgeon, Gift of Reading® spokesperson, on Parents Avis, November 11, 2008 at 5:30pm.
The Gift of Reading® TV message also broadcast throughout the campaign, with listings on the bulletin boards of member community TV stations.
CORUS Québec
November 2008
The Gift of Reading® advertising broadcast by radio stations 98.5 FM Montreal, 102.9 CFOM Quebec City, 106.9 FM Mauricie, 102.1 FM Estrie, 104.7 FM Outaouais and 98.3 FM Saguenay. Ten-second advertisements also broadcast on those stations.
| To hear the 10-second advertisements broadcast by 98.5 FM (in French only) | |
| To hear the 10-second Calendar advertisement broadcast by regional stations |
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| To hear the 10-second Bookstores advertisement broadcast by regional stations |
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Métro daily newspaper
October 30, November 3, 6, 10, 12, 17, 20, 27, December 1, 9, 16 and 18, 2008
Calendar, The Gift of Reading® and Peter Pan advertisements in Métro daily.
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Pop Média November 3 to December 15, 2008 187,000 Cinderella postcards in 450 establishments in Montreal, 100 in Quebec City and 90 in the regions (Côte-Nord, Gaspésie, Laurentides, Mauricie, Montérégie et |
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Hebdos Québec November 24–30, 2008 Quarter-page Cinderella advertisement inserted free of charge in more than 140 Quebec weeklies. |
Alstom Télécité
November and December 2008
The Gift of Reading® advertising broadcast by electronic media in the Metro system (in French only).
| View the Salon du livre de Montréal advertisement | |
| View the Librairies advertisement | |
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La Presse November 10 and 17, 2008 Special report, November 15, 2008 Cinderella and Calendar/Salon du livre de Montréal advertisements and Special activities at Montreal’s Salon du livre advertisement in the book fair’s special folder. |
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The Gazette November 19, 26 and December 10, 2008 Cinderella and Peter Pan advertisements. |
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Enfants Québec November 2008 Item on Calendar 2009 – 10th anniversary of The Gift of Reading® in the November 2008 issue. Animated Gift of Reading® banner displayed until December 31, 2008. |
Téléjournal Montréal
November 19, 2008 at 6:42 pm
Report by Anne-Louise Despatie on The Gift of Reading® in the context of Montreal's Salon du livre book fair. See the report (Cultural review).
Public service advertising
THANKS TO ALL THE MEDIA WHO SUPPORT US!
Magazines
Dernière heure
Entre les lignes
Full Fille
Le Familier
Le lundi
Mag 2000
Mon bébé
Publimag
Star Système
TV Hebdo
Vivre le primaire
Electronic newsletters and magazines/Newsletters
Livre d'ici
Web sites
Carrefour Familles
Radio stations
ARCQ CFLX FM 95.5 Sherbrooke CFNJ FM 99.1Saint-Gabriel-de-Brandon CHEF FM 99.9 Matagami CHGA FM 97.3 Maniwaki CHIP FM 101.7 Fort-Coulonge CIAU FM 103.1 Radisson CIBL FM 101.5 Montreal CIBO FM 100.5 Senneterre CIHO FM 96.3 Saint-Hilarion CJRG FM 94.5 Gaspé CJTB FM 93.1 Tête-à-la-Baleine CKBN FM 90.5 Becancour CKVL FM 100.1 Montreal Astral Media CFIX FM 96.9 Chicoutimi CFVM FM 99.9 Amqui CIMF FM 94.9 Gatineau CIMO FM 106.1Sherbrooke CITE FM 102.7 Sherbrooke CJMM FM 99.1Rouyn-Noranda CJVM FM 102.7 Val-d’Or Corus Entertainment CFEL FM 102.1Montmagny CFOM FM 102.9 Sainte-Foy CFQR FM 92.5 Montreal CHLN FM 106.9 Trois-Rivières CHLT FM 102.1Sherbrooke CHMP FM 98.5 Montreal CINW AM 940 Montreal CJRC FM 104.7 Gatineau Cogeco CFGL FM 105.7 Laval CJEC FM 91.9 Quebec City CJMF FM 93.3 Quebec City |
Indépendant radio stations CFAV AM 1570 Laval CFDA FM 101.9 Victoriaville CFOR FM 99.3 Maniwaki CFOU FM 89.1Trois-Rivières CFVD FM 95.5 Dégelis CHEQ FM 101.3 Sainte-Marie de Beauce CHIC FM 88.7 Rouyn-Noranda CHME FM 94.4 Les Escoumins CHNC AM 610 New Carlisle CHOC FM 104.9 Saint-Rémi CHOE FM 95.3 Matane CHYZ FM 94.3 Quebec CIAX FM 98.3 Windsor CINI FM 95.3 Mistassini CJAN FM 99.3 Asbestos CJAS FM 90.1Saint-Augustin CJIT FM 106.7 Lac-Mégantic CJLM FM 103.5 Joliette CJMD FM 89.9 Lévis CJMS AM 1040 Saint-Constant CJNG FM 89.7 Quebec CJSO FM 101.7 Sorel CKJF FM 90.3 Quebec CKLD FM 105.5 Thetford Mines CKRB FM 103.3 Saint-Georges de Beauce CKVM FM 93.1Ville-Marie RNC Media CFTX FM 96.5 – 106.5 Gatineau CHLX FM 97.1 Gatineau CKNU FM 100.9 Quebec City |
Television
Radio-Canada
RDS
Télé-Québec
TQS Quebec City
TQS Rivière-du-Loup
TQS Sherbrooke
TQS Trois-Rivières
TVA
TVRS Télévision Rive-Sud
Highly colourful launch
This past October 23 saw the launch of the 10th edition of The Gift of Reading® at Montreal’s Studio Juste pour rire, on the theme of the enchanted forest. Emotions, surprises and a fairytale mood were part of this anniversary event attended by about 100 guests, including performers and media.
For the occasion, the Foundation presented video testimonials on the history of the project, from its beginnings to its 10th anniversary. Sophie Labrecque, the Foundation’s former CEO and project creator, along with Marie Turgeon, actress and spokesperson, and numerous partners took turns to underscore the significance of The Gift of Reading® in the lives of thousands of underprivileged children in Quebec.
The new advertising and promotional campaign for The Gift of Reading®, designed without charge by the bleublancrouge advertising agency, was also unveiled during the evening. Hubert Sacy, the agency’s Senior Partner, presented the different elements of the campaign inspired by the world of fairy tales and their contribution to children’s imaginary worlds. Through radio, TV and print media, the general public is thus invited to buy a brand new book for needy children, so as to offer them a little imagination.
To close the event, the Foundation had a great surprise in store for its guests: the unveiling of Calendar 2009 – 10th anniversary of The Gift of Reading® (in French only). Produced with the collaboration of photographer Martine Doucet, this tool to promote reading as a family activity shows 12 Quebec performers and their families in their favourite reading activities. Several of the participating performers went up on stage with their children for a photo opportunity, along with project spokesperson, Marie Turgeon.
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Marie Turgeon, project spokesperson, helps her daughter Béatrice as she gives a book |
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| Martine Doucet poses by her work, the photos for Calendar 2009 – 10th anniversary of The Gift of Reading®. |
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| To inaugurate the 10th edition of The Gift of Reading®, Sophie Labrecque, the Foundation’s former CEO, places her book in the collection box displaying the project’s new visual. |
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| To close the evening, Marie Turgeon reads a story, to the joy of the children and guests of honour. |
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| Left to right: Marie Turgeon; Richard Martineau; Francine Bois, General Manager, Salon du livre de Montréal; Richard Décarie, Head of Regional Communications, Domtar; Sophie Durocher; Stéphane Davignon, Lynda Johnson’s spouse; Jean Airoldi and his spouse, Valérie Taillefer; Sophie Labrecque; Andrée Racine, Adult Education and Community Action Branch (DEAAC), Quebec Ministry of Education, Recreation and Sport (MELS); Maryse Perreault; Maude Guérin; Martine Doucet; Lynda Johnson; and the children of the performers attending as well as of Foundation employees. |