Transplant Québec

When Compagnie et Cie approached us to be their media partner for Transplant Québec, our response was immediate. How could we refuse to put our expertise to work for such a vital cause?

The Médialliance team devised a bold media strategy, one that strayed from the beaten path. Every choice of partner and media environment was carefully selected to amplify the message and embed it at the very heart of public conversation. Because organ donation — it’s in us.

The campaign rollout relied on strategic media placements that naturally sparked discussion. Right from the first week of January, the sponsorship of STAT — in which a key character dies and their family is faced with the question of organ donation — set the tone.

This was followed by a powerful interview with Executive Director Martine Bouchard on On va se le dire, as well as a lower-third banner during Tout le monde en parle, Quebec’s must-watch debate show, and another STAT sponsorship during the season’s final week, aligning with National Organ and Tissue Donation Week.

A powerful strategy combining targeted placements in emotionally charged, widely viewed programs with a strong digital media mix. The approach leveraged high-impact daily formats — such as first points of entry, homepage takeovers, and download-triggered videos on high-traffic media platforms — to maximize campaign visibility. This was supported by a complementary social media strategy designed to carry the campaign through to its peak during National Organ and Tissue Donation Week, held in the last week of April.