{"id":80784,"date":"2025-04-07T16:22:51","date_gmt":"2025-04-07T20:22:51","guid":{"rendered":"https:\/\/www.centraide-mtl.org\/?post_type=medianews&p=80784"},"modified":"2025-04-17T16:24:02","modified_gmt":"2025-04-17T20:24:02","slug":"giving-to-centraide-today-will-benefit-everyone-tomorrow","status":"publish","type":"medianews","link":"https:\/\/www.centraide-mtl.org\/en\/media\/giving-to-centraide-today-will-benefit-everyone-tomorrow\/","title":{"rendered":"Giving to Centraide today will benefit everyone tomorrow"},"content":{"rendered":"\n

Montreal, April 7, 2025 – <\/strong>With its network of 375 community agencies, giving to Centraide today will benefit everyone tomorrow. Facing a growing social crisis, Centraide of Greater Montreal and Rethink are joining forces in a new awareness <\/a>campaign<\/a>.<\/a><\/p>\n\n\n\n

“This initiative aims to raise public awareness of the scale of current needs. Social issues,
such as the lack of affordable housing and homelessness, are more visible than ever, and are hitting closer to home,” points out Julie Gagn\u00e9, Vice-President, Marketing and Technology, Centraide of Greater Montreal. In fact, according to a survey conducted by L\u00e9ger in collaboration with Centraide, one in four people earning $59,000 or less has experienced an \u201cepisode of poverty\u201d. Even average incomes may sometimes be insufficient to cover the essential expenses of daily life.<\/p>\n\n\n\n

Following an unexpected, serious hardship, people can suddenly find themselves in great difficulty, losing their bearings, which is when a whole network of community agencies will start to mobilize. This network represents a safety net for 1 in 5 people in Greater Montreal, but in reality, 5 out of 5 people who benefit from it. Thanks to this support, each person can transform their trajectory, regain their dignity and achieve their full potential, which benefits everyone.<\/p>\n\n\n\n

“The angle of the campaign is to show that a person helped today can, tomorrow, take his or her place in the community as a neighbor, a friend, a worker, a client, a volunteer, and so on. We play on two temporalities: on the one hand, the moment when the individual receives help, and on the other, the future when, thanks to this support, he or she can blossom and contribute fully to society,” emphasizes Nicolas Labb\u00e9, concept-copywriter at Rethink.<\/p>\n\n\n\n

\u201cWe want to remind people that collective efforts to help and offer services improve the future of hundreds of thousands of people and benefit the entire community,\u201d adds Julie Gagn\u00e9. Available in 30- and 15-second TV and Web spots, as well as out-of-home, radio and digital placements, the campaign shows the trajectories of individual lives, transformed by the help of community agencies supported by Centraide, for the greater benefit of all.<\/p>\n\n\n\n

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CREDITS<\/strong><\/strong><\/p>\n\n\n\n

Customer: Centraide of Greater Montreal
Claude Pinard, Julie Gagn\u00e9, Chantal Pouliot, Gabrielle B-Gagnon, Petra M\u00e9nard-Oszetzky<\/p>\n\n\n\n

Agency: Rethink
Executive Creative Director: Xavier Blais
Creative Director: Genevi\u00e8ve Jannelle
Art Direction: Jean-Nicolas Duval, Patrick Seymour
Concept-copywriting: Nicolas Labb\u00e9
Strategy: Pascal Routhier, Thalie Bernier
Consulting: M\u00e9lanie Ch\u00e2teauneuf, Adriana Marquis-Duzink
Agency production: Marie-Pier Lavoie-Sigouin, \u00c9liane Chartier
Studio production: April Haffenden, Claire Khan
Computer graphics: Fr\u00e9d\u00e9rick Bailleul<\/p>\n\n\n\n

Production company: SOMA
Director: Sarah Pellerin
Photography: Simran Dewan
Executive production: Genevi\u00e8ve Cabana-Proulx
Production: Sophie Th\u00e9riault
Camera assistant: Alexandra Pogorzelski
Production management: Jonathan Giroux
Art direction: Suzel D. Smith
Styling : \u00c9lisabeth Morad
Stage manager : Guillaume Bessette
Editing : Charles Grenier
Colorization : Martin Gaumond (Outpost)
Online : Am\u00e9lie Santerre (Outpost)
Sound : Circonflex
Sound engineer : Craig Murdock
Illustrations : Collag\u00e8ne – J\u00e9r\u00f4me Mireault<\/p>\n\n\n\n

Media : Espace M
Media direction : Vickie Dugas
Media strategy : Maxime Jai<\/p>\n","protected":false},"featured_media":80476,"template":"","class_list":["post-80784","medianews","type-medianews","status-publish","has-post-thumbnail","hentry"],"acf":[],"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/medianews\/80784","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/medianews"}],"about":[{"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/types\/medianews"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/media\/80476"}],"wp:attachment":[{"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/media?parent=80784"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}