Renaissance gives a helping hand

The Montreal-based non-profit has launched an OOH campaign to draw awareness to its donation centres and services.
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Renaissance, a Montreal-based non-profit that relies on clothing and furniture donations to help Quebecers reintegrate into the workforce, has launched a new campaign targeted at adults aged 25 to 54.

With media by Touché!PHD and creative by Montreal-based Lg2, the campaign aims to build awareness of the locations of Renaissance’s donation centres. It relies heavily on OOH ads on bus shelters near the donation centres, and is supported by print ads in La Presse.

Renaissance is also reintroducing a TV spot from a fall campaign featuring actor Marc Labrèche and TV personality Debbie Travis, which will air in French and English across channels like CBC/Radio-Canada, TVA and CTV.

Mara Gourd-Mercado, communications manager, Lg2, tells MiC that the organization has typically relied primarily on TV buys and spokespeople to promote itself. She says that a heavy OOH buy was the best way for Renaissance to draw attention to the locations of its donation centres, while setting itself apart from other charities that also use TV campaigns with spokespeople to promote their causes.

She adds that the campaign differs from Renaissance’s past initiatives because it’s also designed to draw greater awareness to the services it provides. To this end, the ads feature taglines like “You’re giving more than a pair of gloves, you’re giving a helping hand” that aim to highlight how people’s donations help those in need, as opposed to just asking people to donate.

The campaign will run until May 17.