Client: People For Good
Creative Directors: Zak Mroueh, Joseph Bonnici
Art Directors: Mooren Bofill, Mark Bovey, Mark Francolini
Designer: Mooren Bofill
Writers: George Ault (English), Martin Belanger (French)
Photographer: Sheeren Mroueh
‘People For Good’ is a social movement created to inspire Canadians to be nicer to one another. With $15 million in donated media space, the campaign was presented via print, outdoor advertising, radio, television, online and as a downloadable app. As a result, tens of thou - sands joined the movement: teenagers brought it to schools, seniors hung posters in their retirement residences, school boards added it to lesson plans. It even inspired a spin-off called the Toronto Etiquette Project. According to an Ipsos poll, 30% of Canadians heard the message across the country.