{"id":2537,"date":"2024-04-25T11:33:54","date_gmt":"2024-04-25T15:33:54","guid":{"rendered":"https:\/\/franchir.ca\/?post_type=realisation&#038;p=2537"},"modified":"2025-03-05T16:09:55","modified_gmt":"2025-03-05T21:09:55","slug":"defi-28-jours-sans-alcool-2024","status":"publish","type":"realisation","link":"https:\/\/franchir.ca\/en\/realisation\/defi-28-jours-sans-alcool-2024\/","title":{"rendered":"D\u00e9fi 28 jours sans alcool 2024 : Our ambassadors support the cause"},"content":{"rendered":"\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"240\" height=\"264\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/capture-decran-le-2024-04-25-a-11.15.41.png\" alt=\"\" class=\"wp-image-2480\"\/><\/figure>\n<\/div>\n\n\n<p>For the 11th edition of the<em> <strong>D\u00e9fi 28 jours sans alcool<\/strong><\/em>, the <strong>Fondation Jean Lapointe<\/strong> entrusted <strong>Franchir<\/strong> with the task of rethinking public relations for its famous fund-raising campaign.<br>To broaden the reach of the <em>D\u00e9fi<\/em>, 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&#8217;s reach exploded.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Objectives<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Position the <em>D\u00e9fi 28 jours sans alcool <\/em>as a landmark fundraiser in Quebec.<\/li>\n\n\n\n<li>Increase awareness and familiarity with Mr Jean Lapointe&#8217;s work (the <em>Maison<\/em> and the <em>Fondation<\/em>), the cause and its attributes.<\/li>\n\n\n\n<li>Generate engagement and conversation around the <em>D\u00e9fi<\/em> and the spokespersons and ambassadors, and raise awareness about addiction issues.<\/li>\n\n\n\n<li>Generate consideration for the <em>D\u00e9fi<\/em>, and in turn, donations and registrations.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Strategy<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Increase the percentage of participant and team renewals.<\/li>\n\n\n\n<li>Stimulate new registrations, motivate early registrants and raise awareness for the cause.<\/li>\n\n\n\n<li>Leveraging sponsorship and registration in regions, raising awareness for the cause among participants and the general public, and stimulating regional involvement.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Results<\/h2>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-ad2f72ca wp-block-group-is-layout-flex\">\n<p>With the support of public relations and media partners, Franchir generated <strong>3,220 confirmed media mentions<\/strong> in 2024, highlighting the<em> D\u00e9fi 28 jours sans alcool<\/em> and the <em>Fondation Jean Lapointe<\/em>&#8216;s cause. This represents a <strong>202% increase over 2023 results<\/strong>.<\/p>\n<\/div>\n\n\n\n<p>The entire operation generated an estimated <strong>250,000,000 impressions<\/strong>, which was a real success.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Ambassadors<\/h2>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-ad2f72ca wp-block-group-is-layout-flex\">\n<p>To extend the reach of the <em>D\u00e9fi<\/em>, the 2024 edition included the addition of 8 public personalities as ambassadors. They lent their voices to the campaign, giving <strong>101 interviews<\/strong> and generating over <strong>470,000 impressions on social networks<\/strong>.<br>The entire program generated an <strong>average engagement rate of 6.91% &#8211; the average is usually 2% <\/strong>&#8211; which was a real success!<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"342\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/photo-de-groupe-1024x342.jpg\" alt=\"\" class=\"wp-image-2478\" style=\"width:533px;height:auto\" srcset=\"https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/photo-de-groupe-1024x342.jpg 1024w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/photo-de-groupe-300x100.jpg 300w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/photo-de-groupe-768x257.jpg 768w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/photo-de-groupe-1536x514.jpg 1536w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/photo-de-groupe.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Mentions of the ambassadors<\/h2>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-ad2f72ca wp-block-group-is-layout-flex\">\n<p>The <em>D\u00e9fi&#8217;<\/em>s ambassadors and spokespersons are mentioned in 51% of the coverage.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"633\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/oui-non2-1-1024x633.jpg\" alt=\"\" class=\"wp-image-2526\" style=\"width:420px;height:auto\" srcset=\"https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/oui-non2-1-1024x633.jpg 1024w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/oui-non2-1-300x186.jpg 300w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/oui-non2-1-768x475.jpg 768w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/oui-non2-1.jpg 1342w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Mentions in the media<\/h2>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-ad2f72ca wp-block-group-is-layout-flex\">\n<p>53% of mentions contained the full phrase &#8220;<em>D\u00e9fi 28 jours sans alcool<\/em>&#8220;.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"633\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/oui-non1-1024x633.jpg\" alt=\"\" class=\"wp-image-2519\" style=\"width:420px;height:auto\" srcset=\"https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/oui-non1-1024x633.jpg 1024w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/oui-non1-300x186.jpg 300w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/oui-non1-768x475.jpg 768w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/oui-non1.jpg 1342w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Mentions by media type<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Print: 2% of mentions<\/li>\n\n\n\n<li>Radio: 78% of mentions<\/li>\n\n\n\n<li>Television: 5% of mentions<\/li>\n\n\n\n<li>Web: 15% of mentions<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"633\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/type-media-1024x633.jpg\" alt=\"\" class=\"wp-image-2521\" style=\"width:542px;height:auto\" srcset=\"https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/type-media-1024x633.jpg 1024w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/type-media-300x186.jpg 300w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/type-media-768x475.jpg 768w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/04\/type-media.jpg 1342w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Highlights<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>101 interviews given by one of the spokespersons or ambassadors<\/li>\n\n\n\n<li>51% of mentions contained the name of a spokesperson or ambassador<\/li>\n\n\n\n<li>53% of mentions contained the full phrase &#8220;<em>D\u00e9fi 28 jours sans alcool<\/em>&#8220;<\/li>\n\n\n\n<li>43% of mentions contained the name of the <em>Fondation Jean Lapointe<\/em><\/li>\n\n\n\n<li>78% of mentions of the <em>D\u00e9fi 28 jours sans alcool<\/em> were on the radio<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>For the 11th edition of the D\u00e9fi 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 D\u00e9fi, Franchir opted for a diversified offensive, optimizing the network of spokespersons with the intention of better representing social diversity and<a class=\"excerpt-read-more\" href=\"https:\/\/franchir.ca\/en\/realisation\/defi-28-jours-sans-alcool-2024\/\" title=\"ReadD\u00e9fi 28 jours sans alcool 2024 : Our ambassadors support the cause\">&#8230; Read more &raquo;<\/a><\/p>\n","protected":false},"featured_media":2478,"menu_order":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"real_cat":[122],"class_list":["post-2537","realisation","type-realisation","status-publish","has-post-thumbnail","hentry","real_cat-public-relations"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>D\u00e9fi 28 jours sans alcool 2024 : Our ambassadors support the cause -<\/title>\n<meta name=\"description\" content=\"For the 11th edition of the D\u00e9fi 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 D\u00e9fi, 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. 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