• Client: Itineraire / 1

SITUATION ANALYSIS
• L’Itinéraire is a well-known Montreal magazine but is only perceived as an object exchanged by some homeless people to get pocket money.

MANDATE
• Create a campaign for the non-profit organization Groupe L’Itinéraire that will position the street vendors as people that make a living selling the magazine and not people that are begging for money.

STRATEGY
• To attract attention to a cause, we often use pity or fear in a campaign. We steered away from that to promote L’Itinétaire’s mission statement and purpose.
• L’Itinéraire’s main message is to educate the public about people that used to be homeless and that are now making a living selling the magazine; they’re not begging, they’re working.
• We shot photos of real L’Itinéraire vendors in very positive settings and came up with different positioning titles:
• The out-of-home (Zoom) and magazine campaign was launched at the beginning of this year.

RESULTS
• The campaign received the financial support of the Ville-Marie district and Zoom media.
• The perception has started to change as the public sees the vendors as people that are making all the efforts they can to change their homeless situation to a more normal one.

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