Centre d’intégration au marché de l’emploi
Virtual reality
Mandate
The organization wanted to create a virtual reality video to raise employee awareness about workplace discrimination. The goal was to deliver an immersive and impactful experience, one that could spark real awareness and reflection
Challenges & strategy
We designed an immersive virtual reality experience that places the user at the centre of everyday workplace situations. The goal was to make people feel the discomfort and ambiguity that can sometimes accompany certain behaviours.
The challenge lay in representing those well-known “grey areas,” where nothing is entirely black or white and where it is unclear whether a comment or action crosses the line. By confronting the viewer directly with these moments of doubt, the video sparks reflection and awareness, turning prevention into an experience that is as powerful as it is educational.
Marketing campaign
Mandate
Sang Gêne campaign
To showcase the Sang Gêne! training program offered by CIME, with the goal of breaking taboos around menstruation and positioning it as a shared, inclusive social issue. The objective was to drive registrations for the workshop by presenting it as an awareness-building tool for workplaces, educational settings, community organizations, and event-based environments
Challenges & strategy
For a campaign built around such a taboo topic, it was essential to take a human-centred approach. With an accessible, judgment-free, and unifying message, the goal was to reach all sectors openly, without discomfort or avoidance. After all, it is by talking about uncomfortable topics that we begin to normalize them, one conversation at a time.
By signing up for the workshop, organizations step outside the norm and help usher in a new era of change.
The targeted media plan was also designed to generate leads and maximize conversion among key organizations, using engaging messages that spark interest and encourage reflection.
Mandate
RADAR Campaign
CIME was looking for a creative partner to design a campaign on discriminatory practices in the workplace, funded by the CNESST. The goal was to raise awareness about the different forms of discrimination and, ultimately, help break down prejudices.
Challenges & strategy
To bring this campaign to life, we created a powerful visual concept built around the “radar,” a playful and accessible symbol designed to highlight discriminatory practices in the workplace. The vibrant and colourful graphic identity was developed in line with inclusive writing principles, reflecting CIME’s mission.
The campaign was launched on Facebook, Instagram and YouTube, platforms selected for their ability to reach a wide audience in an organic and engaging way. The media strategy focused on maximizing reach and encouraging registrations for training workshops, turning a creative concept into a concrete driver of awareness.
Résultats
Le projet a remporté un prix prestigieux aux Vega Awards dans la catégorie « Video / Online Video (Campaign) – Non-Profit
Testimonial from our client
The campaign ‘My radar tells me…’ was a wonderful opportunity to step off the beaten path to inform and raise awareness among the Estrie population about workplace harassment and discrimination. These colourful and eye-catching videos helped us address a serious subject while reaching thousands of people who, in turn, can become agents of change in their communities. Thank you to Standish and to the Vega Awards for recognizing the importance of working toward a more equal and inclusive society.
Joannie Lasnier
CIME
