Opération Enfant Soleil Telethon is the largest fundraiser in Quebec and won the peoples choice award for philanthropy among Quebecers *. To promote viewership and donations for this televised event, Opération Enfant Soleil wanted to encourage word-of-mouth surrounding the cause a week prior to its release.
Youville, in collaboration with TAXI, devised an innovative and humorous “stunt” to sensitize adults to the reality children face everyday.
The Strategy: to surprise the masses in downtown Montreal with unexpected miniature municipal structures. To embody the campaign slogan (“Everything is better when things are the right size”) park benches and picnic tables in Dorchester Square and Parc Lafontaine were replicated in a mini size perfect for children. Our miniature furniture pieces were strategically placed next to their life-size model with a yellow sign identifying the activation. On the sign was the Opération Enfant Soleil logo, the campaign slogan and a call to action: “Help us adapt hospital care to the needs of children,” with the hashtag #enfantsoleil. The idea was also replicated inside a TELUS store and at the Montreal Guzzo cinema.
The mini-park benches and mini-picnic tables were made available to the public the entire week of May 19th to capture the experience which was at times funny and very touching. A video was produce to amplify the reach and promote the cause on social media, which shared the emotive reactions of the public and extended the scope of the initiative.
Results: In five days, the miniature furniture was exposed to over 12,000 people. More than 3,000 were caught of guard with the activation and over 1,300 people interacted with the furniture. The video got over 1000 views and the Montreal Metro newspaper notably documented the initiative.
This activation showcased Youville’s strength as a partner of choice in developing creative integrated campaigns with a significant experiential component.
*Omnibus survey conducted by SOM, spring 2013