À Quel Prix?
ASSOCIATION DES POMPIERS DE MONTRÉAL
From Montréal’s busiest metro stations to street corners and BIXI stands across the city, our team designed the first-ever ad campaign for the Montréal Firefighters’ Association – to help build public support for fair pay and safer working conditions.
Firefighters are there for us in the most dangerous moments of our lives. Yet every day, they face life-threatening risks on the job. Responding to any call can come with profound mental and physical health impacts, including exposure to toxic substances that cause serious illnesses.
But at what cost?
As the Montréal Firefighters Association, the union representing over 2,300 firefighters, prepared for its next round of collective bargaining, we helped it launch its first advertising campaign to raise public awareness of the risks facing its members – and encourage city leaders to deliver a fair deal.
Our team designed and produced eye-catching out-of-home and digital ads—featuring original photography of a member of the Montréal fire service. It’s a striking image that highlights the vulnerability of people in a profession known for selfless strength and heroism.
The campaign ran in French with digital ads and out-of-home placement on major bus routes and inside the city’s busiest downtown metro stations—Berri-UQAM, Champ-de-Mars, and Place-d’Armes.
By securing these coveted locations, we ensured that tens of thousands of commuters could see the ads each day during a campaign that was scheduled to run for two months, but received significant additional bonusing from vendors. And the digital ads directed viewers to the campaign’s website where visitors can send an email directly to city councillors.
As a result of the campaign, nearly 5,000 emails were delivered to local leaders, helping to raise the profile of the city’s firefighters and highlight the importance of their health, safety, and well-being.
The campaign was also recognized with the Gold Award for Best Outdoor Advertising at the Pollie Awards and won Best Canadian Outdoor Advertising at the Reed Awards.
let’s do some good together
Vancouver / Edmonton / Winnipeg / Toronto / Ottawa / Montréal
1.877.682.5441
team@nowgroup.com
