With a strong message and a striking aesthetic, the second part of Centraide’s advertising campaign has now been deployed. The goal of this campaign, whose first part launched in 2023, is to reveal the scale of today’s social needs and show that generosity can change lives. Created by Rethink, the campaign features the creativity of illustrator Jérôme Mireault and director Sarah Pellerin, who sat down to tell us about their views and contributions to the campaign.
Jérôme Mireault: An insightful illustration of a complex reality
Represented by Colagene Creative Clinic since its founding over 20 years ago, Jérôme Mireault is an illustrator whose distinctive style is inspired by fashion, music and city life. You can easily recognize his technique, in which he combines the spontaneity of drawing with digital precision to create images that are playful yet carefully composed.
What did you discover about poverty and social exclusion from this project?
“I realized that these issues are sometimes more hidden than we think. They can affect anyone, and all of our efforts to help will create opportunities for people to improve their self-esteem. This has an impact that goes beyond individuals to benefit their communities.”
How did your approach evolve between these two projects with Centraide?
“For the first project, I started from a blank canvas with new ideas. For the second project, I was a bit more at ease, as the style had already been developed, and the environment was familiar!”
What were your challenges to create these visuals?
“My biggest challenge was a technical one, as I had to get used to working with a large format. But I managed to adapt, and everyone will see the result soon! To create the concept, I was supported by a superb team at Rethink, and everything came together seamlessly.”
How do you think illustrations help raise public awareness?
“Illustrations are a good way to simplify concepts and trigger immediate emotions. I think they make messages more accessible and approachable so that people can connect with them. Illustrated details are the perfect way to get attention and create empathy for the subject.”
Which poster do you like the most and why?
“It’s hard to choose, as each poster is part of a whole that is hard to separate out. However, I do feel a ‘special something’ for the first series, as it drew me a bit out of my comfort zone and gave me new visibility that I would not have had otherwise.”
Sarah Pellerin: A director who tells human stories
Sarah Pellerin is an acclaimed director and screenwriter who can combine humour with social impact. As her usual wheelhouse is in scripted series and movies with actors, she was able to bring a profound sense of humanity to this campaign.
Why did you decide to work on this project?
“Centraide is an essential organization. We are going through difficult times right now, socially, economically and politically. Community agencies play a crucial role in supporting our society and letting everyone help each other. This was a way for me to help showcase how important they are.”
How did you put your personal style into this campaign?
“My style was a natural fit for this project. I was immediately struck by the concept. My experience directing actors in scripted series and movies helped me add a human and emotional dimension to this campaign.”
How did it feel to learn about realities like homelessness or people losing their housing?
“It is upsetting to learn about moms sleeping in their cars with their kids. This isn’t just an urban phenomenon, as it happens in the regions too. That was a real emotional shock. We never know what life will bring. Poverty can have a thousand faces and can affect anyone.”
What did you discover about poverty and social exclusion through this project?
“I learned that these realities are much more than stereotypes. We often associate poverty with homelessness or substance problems, but anyone we come across during the day could be in this situation and we wouldn’t know it. We have to get beyond prejudice and simply figure out where help is needed.”
What emotion or reaction do you want people to have when they see the ad?
“I want them to be aware of the issues but also to have hope. While these realities are difficult, our society does have solutions, resources, and people ready to help. If people can give, they should give. And they should know that help is there if they need it.”
1 out of 5 people receives our help.
5 out of 5 people benefit from it.
Let’s all lend a hand
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