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CASE STUDY

Sauvons Hydro

Awareness campaign

Affiche publicitaire pour la campagne Sauvons Hydro, du syndicat canadien de la fonction publique.
CONTEXT

The Syndicat des spécialistes et professionnels d'Hydro-Québec (SSPHQ) represents the interests of its members within a strategic organization for Quebec and Canada.

 

In a context of deadlock in negotiations with the employer, the union wanted to launch a communications campaign to raise public awareness of the issues related to the decisions of Hydro-Québec management.

 

The objective was to move beyond the internal framework of the conflict and to position the situation as an issue of collective interest.

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OBJECTIVES

The campaign was designed to meet several objectives:

  • Clarifying the issues for the general public

  • Raising awareness of the risks associated with management decisions

  • Highlighting the potential impacts on public services

  • Generate support for the union's approach

APPROACH

Strategic thinking led to the identification of a simple, direct, and mobilizing communication strategy. The challenge was to transform a complex issue, linked to the management, negotiations, and structure of a state-owned company, into a message accessible and understandable to the general public.

 

The approach chosen is based on creating a strong message, capable of quickly capturing attention and generating an immediate reaction.

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CREATIVE CONCEPT

The "Save Hydro" concept is rooted in a sense of urgency and mobilization. The use of bright, neon-style typography creates a strong contrast between the idea of vitality and the underlying threat.

 

The visual evokes at the same time energy (electricity), the fragility of the system (unlit letter) and the urgency to act.

 

The main message is intentionally simple and direct, so that it can be understood instantly and remembered.

VISUAL DIRECTION

The art direction is based on a contrasting palette, strong and expressive typography, and a visual treatment inspired by the world of neon.

 

This choice allows us to attract attention quickly, create a strong visual impact and differentiate the campaign in the public space.

 

The campaign was designed to be adapted to different media, including billboards, digital visuals and union communication tools.

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