“Pay it Forward” was a charitable contest in which Atlantic Business Magazine challenged Atlantic Canadian ad agencies to team up with a charity to create a pro bono print marketing ad that raised awareness and gave back to the community.

The prize—six full-page ads in Atlantic Business Magazine, valued at $30,000.

OUR PARTNERING CHARITY
gregdubeau.com-Greater-Moncton-Homelessness-Steering-Committee-logo

Many people think homelessness is a “big city” issue. People are sleeping on the streets in places like Toronto and Vancouver, not in Moncton, Dieppe or Riverview, NB.

Our idea needed to not only challenge how the Atlantic Business Magazine reader felt about homelessness in Atlantic Canada, but also about how they interacted with traditional magazine advertising. 

OUR INSPIRATION

 

Covering the uncovered.

gregdubeau.com-Atlantic-Business-Magazine-Pay-it-Forward-GMHSC-Ad-2016-1A

We used a ‘bookmark’ corner fold to conceal the ad from the reader. This technique informs the reader that—yes, this page is important and by interacting with the pre-folded corner, the reader is confronted with the GMHSC logo and their message.

Greg-Dubeau-Cossette-Pay-it-Forwad-Atlantic-Business-Magazine-Ad-2016
CLIENT

The Greater Moncton Homelessness Steering Committee (GMHSC) is an inter-agency committee representing agencies in Greater Moncton that work with the homeless population and those at risk of becoming homeless.

monctonhomelessness.org

CREDITS

Partner Agency: Cossette

Account Director: Maude Drouin-Halou

Account Manager: Sarah Densmore

Account Executive: Jena McCulloch

Strategist: Sam Abudayyeh 

Creative Director: Antoine Bécotte

Art Director/Graphic Designer/Copywriter: Greg Dubeau

RESULTS

Our ad was selected as the contest winner.

GMHSC received $30K of free ad space for an entire year.