ÉquiLibre has launched a campaign created by us to promote the IMAGE/in 2017 Prize, which is awarded to Quebec initiatives that present a healthy, diverse representation of the body in fashion, media and advertising.
Based on the theme “A different way of looking at the body”, the campaign aims to bring awareness to young people, as well as the general population, of the importance of loving your appearance and questioning the dominant representation of beauty.
To accomplish this, we created various ad formats, including a video presenting heart-shaped glasses to visually reinforce the message. People were invited to photograph themselves wearing a detachable, printed version of these glasses, then to publish the photo on social networks with the hashtag #regarddifférent in order to highlight their support for the cause.
What’s more, the IMAGE/in Prize was established as being ÉquiLibre’s most promising campaign for inciting engagement in the business world for this cause.
So we helped the organization create a communication plan to increase its profile amongst those in the business sector. This plan included presentation and networking activities, plus a content strategy deployed on LesAffaires.com and the blog of the Chamber of Commerce of Metropolitan Montreal.