|Agency: LXB Communication Marketing
DSP de Montréal – Pourquoi Commencer?
Winner: Best Insight - Gold
Business Results Period (Consecutive Months): June-August 2005
Start of Advertising/Communication Effort: June 2005
Base Period for Comparison: N/a
During the summer, the street youth population of Montreal spikes. Some will be homeless for the summer, others for a longer period. But all will be at high risk of injection drug use. With a budget under $100,000, this campaign had to find a way to reduce this risk. This is an audience that is virtually impossible to reach, and if you do manage to reach them,...