Quebec Intellectual Disability Society
Context
According to a recent study by the Commission des droits de la personne et des droits de la jeunesse, thousands of people living with intellectual disabilities are still working without pay, often for years, without proper support or employment opportunities.
Challenge
Bring this issue back to the public conversation, raise awareness, and put pressure on decision-makers to change labour laws — all with a very limited communications budget.
Creative Approach
Create a vox pop capturing people’s reactions when they learn that thousands of Quebecers with intellectual disabilities are working without pay.
Result
A powerful message that clearly highlighted the issue and captured the public’s disbelief that such a situation could persist without government intervention, sparking debate and increasing pressure on legislators to act.