{"id":1368,"date":"2023-04-17T10:31:06","date_gmt":"2023-04-17T14:31:06","guid":{"rendered":"https:\/\/franchir.ca\/?post_type=realisation&p=1368"},"modified":"2025-01-08T09:31:50","modified_gmt":"2025-01-08T14:31:50","slug":"28-days-sober-challenge","status":"publish","type":"realisation","link":"https:\/\/franchir.ca\/en\/realisation\/28-days-sober-challenge\/","title":{"rendered":"28 Days Sober Challenge"},"content":{"rendered":"\n

<\/p>\n\n\n\n

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In 2023, the Jean Lapointe Foundation\u2019s 28 Days Sober Challenge celebrated its 10th<\/sup> anniversary. To this day, very few non-profit organizations can lay claim to having such a long-lasting and high-profile fundraising campaign. Ten years is a milestone \u2013 a golden opportunity to look back while also looking to the future. <\/p>\n\n\n\n

On this occasion, FRANCHIR was tasked with managing and carrying out public relations for the 28 Days Sober Challenge. <\/p>\n<\/div>\n\n\n\n

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Objectives<\/h2>\n\n\n\n
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<\/p>\n<\/div>\n\n\n\n

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Demonstrate the Challenge\u2019s impact by leveraging numbers (and statistics), most notably through its platform; <\/p>\n\n\n\n

<\/div>\n\n\n\n

Position the 28 Days Sober Challenge as a standout fundraiser in Quebec;<\/p>\n<\/div>\n\n\n\n

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Increase public awareness and familiarity with the Jean Lapointe organization (House and Foundation), its purpose and attributes;<\/p>\n\n\n\n

<\/div>\n\n\n\n

Ignite conversations in the media and word-of-mouth in the public sphere;<\/p>\n<\/div>\n\n\n\n

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Generate interest and spark conversation about the Challenge as well as its spokespersons and ambassadors (suggested stories);<\/p>\n\n\n\n

<\/div>\n\n\n\n

Generate goodwill for the Challenge, and in turn, drive donations, registrations and more to the Foundation.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Strategy<\/h2>\n\n\n\n
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<\/div>\n\n\n\n
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Tell the story of how far the Challenge has come over 10 years to illustrate its impact, as well as lay out its future vision;<\/p>\n\n\n\n

<\/div>\n\n\n\n

Maximize reach (awareness) through traditional media as well as new media (blogs\/lifestyle news sites);<\/p>\n<\/div>\n\n\n\n

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Build momentum to ensure community engagement (before, during and after);<\/p>\n\n\n\n

<\/div>\n\n\n\n

Tailor communications to different geographic and cultural segments.<\/p>\n<\/div>\n\n\n\n

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Capitalize on novelty and emotions to drive the Challenge experience and create a sense of urgency;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Results<\/h2>\n\n\n\n
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With the support of public relations, we generated 1,066 confirmed media mentions<\/strong> in 2023, highlighting the 28 Days Sober Challenge and the Jean Lapointe Foundation\u2019s mission.<\/p>\n\n\n\n

The overall operation generated a total of 154,721,207<\/strong> impressions, which was a resounding success. <\/p>\n<\/div>\n\n\n\n

<\/div>\n<\/div>\n\n\n\n

Highlights<\/h2>\n\n\n\n
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  1. 1,066 media mentions<\/li>\n\n\n\n
  2. 154,721,207 total impressions<\/li>\n\n\n\n
  3. 100 interviews with one of the spokespersons<\/li>\n\n\n\n
  4. 31% of mentions contained a spokesperson\u2019s name<\/li>\n\n\n\n
  5. 99% of mentions used the term 28 Days Sober Challenge<\/li>\n\n\n\n
  6. 92% of mentions referenced key messages<\/li>\n\n\n\n
  7. 50% of mentions directed to the website (call-to-action)<\/li>\n\n\n\n
  8. 38% of mentions featured an image<\/li>\n<\/ol>\n<\/div>\n\n\n\n
    <\/div>\n<\/div>\n\n\n\n

    Mentions of spokespersons<\/h2>\n\n\n\n
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    The 28 Days Sober Challenge spokespersons were brought up in 31% of mentions.<\/p>\n<\/div>\n\n\n\n

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    \"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n
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    Louis-Raymond Maranda, CEO of the Jean Lapointe Foundation, was mentioned most often in the media (36%), followed by Anne Elizabeth Lapointe (29.5%).<\/p>\n<\/div>\n\n\n\n

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    \"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n

    Mentions <\/strong>of key messages<\/h2>\n\n\n\n
    \n
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    The vast majority of mentions (92%) referenced one of the key messages.<\/p>\n<\/div>\n\n\n\n

    \n
    \"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n
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    Just over half (50.3%) of mentions contained a call to action: either an action verb or a redirect link to the Challenge website.<\/p>\n<\/div>\n\n\n\n

    \n
    \"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n

    Mentions <\/strong>by media type<\/h2>\n\n\n\n
    \n
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    In 2023, nearly 65% of mentions of the 28 Days Sober Challenge were on the radio. <\/p>\n\n\n\n

    Print: 25 mentions<\/p>\n\n\n\n

    Digital: 18 mentions<\/p>\n\n\n\n

    Radio: 691 mentions<\/p>\n\n\n\n

    Television: 106 mentions<\/p>\n\n\n\n

    Web: 226 mentions<\/p>\n<\/div>\n\n\n\n

    \n
    \"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n
    \n
    \"\"<\/a><\/figure>\n\n\n\n
    \"\"<\/a><\/figure>\n\n\n\n
    \"\"<\/a><\/figure>\n<\/figure>\n","protected":false},"excerpt":{"rendered":"

    In 2023, the Jean Lapointe Foundation\u2019s 28 Days Sober Challenge celebrated its 10th anniversary. To this day, very few non-profit organizations can lay claim to having such a long-lasting and high-profile fundraising campaign. On this occasion, FRANCHIR was tasked with managing and carrying out public relations for the 28 Days Sober Challenge.<\/p>\n","protected":false},"featured_media":1362,"menu_order":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"real_cat":[122,72],"class_list":["post-1368","realisation","type-realisation","status-publish","has-post-thumbnail","hentry","real_cat-public-relations","real_cat-relations-publiques"],"acf":[],"yoast_head":"\n28 Days Sober Challenge -<\/title>\n<meta name=\"description\" content=\"In 2023, the Jean Lapointe Foundation\u2019s 28 Days Sober Challenge celebrated its 10th anniversary. 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