As part of the account services team at Rethink, I supported Centraide of Greater Montréal on S’élever (“Rise up”), an awareness campaign launched ahead of the organization’s 50th anniversary and the first collaboration between Centraide and the agency. The campaign portrays real situations of poverty and exclusion in Greater Montréal: a person experiencing homelessness, an isolated senior, a victim of bullying, an immigrant family facing profiling and a man in psychological distress. Each seems to carry the weight of their situation alone until a figure representing Centraide and community workers helps them rise up and take flight, literally and figuratively. Hopeful rather than bleak, the campaign also introduced a new French signature that turns the organization's name into an action verb: À go, on Centraide (adapted in English as Let's all lend a hand, a nod to the Centraide logo). It rolled out as 60-, 30- and 15-second TV and web spots, along with outdoor, print, social and digital placements.
