Quebecor Expertise Media has developed a new branded podcast for Desjardins on the Qub Radio audio platform that dives into the kind of community-focused work the financial co-op is looking to support.

Working in collaboration with Desjardins’ media agency Glassroom and creative agency Bleublancrouge, the five-episode series “Questions de fond” profiles different organizations that are making a positive difference in their communities. Hosted by Léa Stréliski, the organizations’ activities include things like urban farming, tackling hunger and creating more inclusive workplaces.

The series is aligned with Desjardins’ GoodSpark Fund, a $250 million project that aims to support economic vitality through collective engagement and offering concrete solutions to social issues.

Choosing a podcast to spotlight the organizations was not just to hear about their work in their own words, but to do so in a format that “creates an intimacy” with listeners, says Jean-Nicolas Gagné, general manager of QUB radio, which in turn gives them a deeper connection to the issues they are hearing about.

The project is being supported with a full media plan that includes TV, print and digital content that not only promotes the podcast itself, but the organizations it is spotlighting.