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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 lifethreatening
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-ofhome
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 outof-
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.

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