An estimated one in six Canadian children are faced with food insecurity, and the Montreal area has the highest child poverty rate in the province of Quebec.
To reflect the daily realities of these children, Garde-Manger Pour Tous, the NFP serving 3,000 underprivileged Montreal-area youth, has partnered with Cossette Media and Cossette to raise public awareness around the fight against child poverty and malnutrition this holidays.
The campaign puts a meaningful twist on long-standing holiday traditions.
Advertiser: Garde-Manger Pour Tous
Creative: Anne-Claude Chénier, Barbara Jacques, Marc Lessard, Annik Tremblay-Meunier, Julia Quesnel Welch, Élisa Serin-Leroux
Product: Lorraine Grouvel
Media agency: Cossette Média
Media: Anne-Sophie Collins
Public relations: The Colony Project
Illustrations: Geneviève Bigué, Camille Charbonneau (LaCharbonne), Maxime Prévost (maxprevo)
Production house: Septième
Production: Dominique Dufour, Alexander Bain, Colette Dumay, Mélissa Choquette (print production), Émilie Meunier, Yoan Boisjoli (electronic production)
Chocolates: Juliette & Chocolat