For the 11th edition of the Défi 28 jours sans alcool, the Fondation Jean Lapointe entrusted Franchir with the task of rethinking public relations for its famous fund-raising campaign.
To broaden the reach of the Défi, Franchir opted for a diversified offensive, optimizing the network of spokespersons with the intention of better representing social diversity and sharing a variety of stories. With the introduction of 8 carefully selected ambassadors, the message’s reach exploded.
Objectives
- Position the Défi 28 jours sans alcool as a landmark fundraiser in Quebec.
- Increase awareness and familiarity with Mr Jean Lapointe’s work (the Maison and the Fondation), the cause and its attributes.
- Generate engagement and conversation around the Défi and the spokespersons and ambassadors, and raise awareness about addiction issues.
- Generate consideration for the Défi, and in turn, donations and registrations.
Strategy
- Increase the percentage of participant and team renewals.
- Stimulate new registrations, motivate early registrants and raise awareness for the cause.
- Leveraging sponsorship and registration in regions, raising awareness for the cause among participants and the general public, and stimulating regional involvement.
Results
With the support of public relations and media partners, Franchir generated 3,220 confirmed media mentions in 2024, highlighting the Défi 28 jours sans alcool and the Fondation Jean Lapointe‘s cause. This represents a 202% increase over 2023 results.
The entire operation generated an estimated 250,000,000 impressions, which was a real success.
The Ambassadors
To extend the reach of the Défi, the 2024 edition included the addition of 8 public personalities as ambassadors. They lent their voices to the campaign, giving 101 interviews and generating over 470,000 impressions on social networks.
The entire program generated an average engagement rate of 6.91% – the average is usually 2% – which was a real success!
Mentions of the ambassadors
The Défi’s ambassadors and spokespersons are mentioned in 51% of the coverage.
Mentions in the media
53% of mentions contained the full phrase “Défi 28 jours sans alcool“.
Mentions by media type
In 2024, nearly 78% of mentions of the 28-Day Alcohol-Free Challenge were on the radio, thanks in particular to media partners Cogeco and RNC Media.
- Print: 2% of mentions
- Radio: 78% of mentions
- Television: 5% of mentions
- Web: 15% of mentions
Highlights
- 101 interviews given by one of the spokespersons or ambassadors
- 51% of mentions contained the name of a spokesperson or ambassador
- 53% of mentions contained the full phrase “Défi 28 jours sans alcool“
- 43% of mentions contained the name of the Fondation Jean Lapointe
- 78% of mentions of the Défi 28 jours sans alcool were on the radio
