The project

Many unions started organizing protests when a bill draft was introduced which would significantly cut pension funds for municipal employees. The Syndicat des fonctionnaires municipaux de Montréal (SCFP-429) organized a strike in fall 2014 to protest.

For the day of the strike, the union tasked Belvédère with creating an advertisement concept that would stand out. The campaign was also featured in an interactive advertisement on LaPresse+ in which we invited users to scratch the scratch card to discover the city’s municipal management plan.

Perdant à vie campaign for SCFP-429