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CASE STUDY

On loge Montréal

Awareness campaign

Affiche publicitaire pour la campagne On loge Montréal, du syndicat caadien de la fonction publique.
CONTEXT

The Canadian Union of Public Employees (CUPE, Local 301) represents the blue-collar workers of the Montreal Housing and Development Corporation (SHDM).

 

In the context of stalled collective agreement negotiations, a fundamental contradiction emerged: those who help house Montreal's population are themselves struggling to find affordable housing in the city.

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OBJECTIVES

The campaign aimed to:

  • Raising public awareness of the impacts of inflation on workers

  • To highlight the inconsistency between the SHDM's mission and the reality of its employees

  • Generating citizen support

  • To exert pressure on decision-makers

  • Supporting internal mobilization

APPROACH

The challenge was to translate a complex economic issue into a clear, accessible and motivating message. Reposition a labour dispute as an issue of collective interest, by making visible the contradiction between the SHDM's mission and the reality of its workers.

 

The approach chosen is based on a significant simplification of the message, in order to allow immediate understanding by the general public.

 

The strategic work consisted of identifying an angle capable of directly linking the SHDM's mission to the reality experienced by its workers.

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SOLUTION

The On loge Montréal concept translates this contradiction into a simple and mobilizing message, anchored in a strong visual metaphor, a key whose ridges become a steep cliff face, scaled by a worker struggling to reach the top.

 

Deployed across posters, social media, and union communication tools.

RESULT

The campaign delivered over 10 million impressions in 28 days, with controlled frequency and media costs significantly below category benchmarks, including a Meta CPM of $2.19 against a $7.44 average, nearly 3 times more efficient.

Illustration d'une clé comme symbole d’accès au logement.
La dentelure de la clé se transforme en paroi escarpée, que gravit un personnage stylisé.
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