Croque-livres
An Acclaimed Project of Sharing
Challenge
One of the largest Canadian foundations, Fondation Lucie et André Chagnon (FLAC) looked to contribute to the educational success of young Québecers with the launch of Croque-Livres, a book sharing network. Croque-Livres is aimed at children aged 0 to 12 with the hopes of bringing communities together to encourage reading. We set out to create a sustainable movement throughout Québec in partnership with local non-profit organizations, who perceived FLAC more as a competitor than a partner. We sought to raise interest and public awareness to keep the book sharing boxes active.
Strategy and Activities
Helped build relationships between FLAC and local organizations to create partnerships for Croque-Livres. We recommended giving 100 boxes to the first local organizations that would participate to encourage others to do the same.
We brought in eight Québec celebrities to work with us, pro-bono. They each adopted a Croque-Livres in association with a local non-profit organization in their neighbourhood to increase public interest.
We gathered media, key partners and our celebrities to the official launch event, which was attended by more than 75 people.
We kept the interest up through media and blogger relations.
We maintained a social media presence through our celebrities’ accounts, mommy bloggers, partners, as well as our own scheduled posts.
Results
613 Croque-Livres were put into circulation in 230 municipalities throughout Québec.
Generated 41 TV, radio and printed media results, for a total reach of 6,019,421, 95% positive.
Received extremely positive reactions from the local associations and partners.
Won four awards for this project: Two STRAT Infopresse - PR Prize and Grand Jury Prize, a North American Excellence Award and a Bronze Award of the National Excellence Awards from the Canadian Public Relations Society (CPRS).
Relevant Data
613
Boxes in one year
230
Municipalities
4
Excellence Awards
