The MIRA Foundation, an organization that provides services to individuals with visual, physical and developmental challenges, has launched a new fundraising campaign in Quebec featuring print and poster creative.
The campaign, which launched this week, was developed by Publicis Montreal and includes both French and English executions.
The MIRA Foundation is seeking to raise funds for guide dog services, an objective reflected in the campaign creative through the use of maze imagery. One ad, for example, features a maze between images of an ice cream cone and a park bench, while another depicts a maze linking a house and an office building.
“[The creative] communicates in a clever and simple way the use of those dogs,” said Nicolas Massey, vice-president, creative director at Publicis Montreal. “All these little transits that these people have, if they don’t have a dog it’s a world of confusion.”
Publicis created the campaign on a pro bono basis.
