La grande guignolée des médias: The Face of Poverty is Changing

This case study describes how La grande guignolée des médias, an annual charity drive in Quebec, used a new communication approach to arrest decreasing donations.

La grande guignolée des médis: The Face of Poverty is Changing

Agency: TAM-TAM\TBWA

Case overview

It provides an innovative and intelligent spotlight on modern-day poverty in a post-crisis economic period. Without being cloying or pointing a finger, the campaign's new communication approach reminded people why it's important to give to fight poverty. It quickly elicited broad attention from consumers and the media, and ultimately generated a significant increase in donations following several years of decline.

The client's business issues/opportunities

a) The Client's business, competition and relevant history:

For the last 15 years, La grande guignolée des médias (Media's Big...

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