As part of the account services team at Rethink, I supported Centraide of Greater Montréal on the launch of its 50th fundraising campaign. Over the previous year, the network of more than 375 organizations backed by Centraide had helped 800,000 people across Greater Montréal, or one person in five. The campaign takes a fresh angle on poverty: it shows how the often-invisible work of these organizations helps people facing poverty and exclusion find their place in society with dignity. In the end, the whole community benefits. The campaign rolled out as 45-, 30- and 15-second TV and web spots, supported by outdoor, print, radio and digital placements.
