CASE STUDY
On loge Montréal
Awareness campaign
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.
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.
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.
