Montreal-based agency Groupe GVM encouraged people in financial trouble to seek help on the SOS Dettes Web site with a campaign that illustrated feelings of being weighed down by debt. The non-profit organization’s brand image was built around the concept that debt is still a taboo topic—a reality portrayed in a way that grasped people by their emotions. The campaign’s visuals, which appeared on the organization’s site and across the city via flypostings, were revealed one by one, allowing for a stronger impact and increased longevity.

Communication Arts

// From our friends at Communication Arts

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