Category: Charities
Advertiser: ACCUEIL BONNEAU
Product/Service: HOMELESS SHELTERS
Agency: BCP
Vice President/Creative Director/Copywriter: Étienne Bastien (BCP)
Co-Creative Director/Art Director: Jonathan Rouxel (BCP)
Copywriter: Guillaume Blanchet (BCP)
Art Director: Frédéric Girard (BCP)
Art Director: Jérôme Bajulaz (BCP)
Account Manager: Michèle Bastien (BCP)
Media placement: Ambient - Montreal Metro Stations - April 4th, 2012
Describe the objective of the promotion.
The Accueil Bonneau is a charitable organisation which has been dedicated to helping Montreal's homeless community for the past 135 years.
The objective of the promotion was to increase donations raised during Metro-Bonneau Day, an event which goes to benefit Montreal's homeless.
Describe how the promotion developed from concept to implementation.
We believed that the best way to get noticed was to engage the homeless community and get them to be involved in the Metro on the day of the fundraiser.
We armed them with cardboard signs that carried a simple yet disruptive message: Keep your money for a good cause.
Dozens of homeless people occupied over 16 Montreal metro stations and created a disruption that made people realise the link between the cardboard signs and the fundraising event.
Explain why the method of promotion was most relevant to the product or service.
Out of disdain, indifference or simply out of fear that the money will be misspent, metro users typically don't give money directly to the homeless.
By encouraging metro users to keep their money for a greater cause than themselves, the homeless community itself became the best channel of communication.
Describe the success of the promotion with both client and consumer including some quantifiable results.
With the help of Montreal's homeless, we increased donations during the Metro-Bonneau Day by 35%.
This money will allow the Accueil Bonneau to dedicate over 100,000 hours to assisting Montreal's homeless community in 2012.