Using the theme “L’Itinéraire, c’est bien plus qu’un magazine” (L’Itinéraire is much more than a magazine), the community organization L’Itinéraire launched its new awareness campaign, created and produced by Montreal agency Upperkut.
With this poster-driven campaign, L’Itinéraire hopes to reach the general public and make it more aware of the number of services this not-for-profit organization offers. According to its general manager, Christine Richard, “The organization serves as a sort of lever for people. It offers a variety of services that help people get back on their feet.”
“Everyone has seen one of our magazine sellers and perhaps even bought the magazine, which is our most important tool,” explains Duffay Romano, head of operations and human resources for L’Itinéraire. “But we’re more than a magazine. L’Itinéraire is also social entrepreneurship, access to accommodation, proper nutrition, training programs, and income support. At L’Itinéraire, we take a global approach to solutions and hope.”
For Marc Desnoyers, director of client services at Upperkut, the agency was perfectly suited to bring this campaign to fruition. “We’re a socially involved agency,” he said. “We have never hesitated to associate ourselves to causes we take to heart. Obviously, with his campaign, we hope the public will give generously to L’Itinéraire.”
The campaign, which used backlit outdoor posters and printed posters, was deployed in the greater Montreal region.
To view a videoclip about the campaign, click here.
To make a donation: itineraire.ca/faire-un-don
The community group L’Itinéraire is a social organization that offers solutions for individuals who wish to evolve within society, and who have the will to undertake business projects on a human scale. L’Itinéraire empowers these people and helps them develop their ability to improve their financial and social condition by involving themselves in social economy projects. Participants in our projects are vulnerable individuals, both women and men, young and old, with low incomes or unemployed, many affected by social isolation, mental illness, or substance dependence.