Campaign

Quebec Intellectual Disability Society Forever Interns

Watch the film · 47 s

Thousands of Quebecers living with an intellectual disability still work for $0. We designed a pro bono awareness campaign for the SQDI to change that.

  • ClientQuebec Intellectual Disability Society
  • ScopeCampaign, pro bono
  • MediaTV (Groupe TVA) and social media
  • ProductionLes Enfants
  • Year2025

The finding

$0

That is what thousands of people living with an intellectual disability still earn — or an allowance of $5 to $8 a day, often for years, without proper support or employment prospects.

Tablet showing a news article headlined “C'est carrément de l'exploitation”, SQDI – Forever Interns campaign

In the news

On May 31, 2025, La Presse published a series of articles on “plateaux de travail” (work placements), introduced in 1950 to initiate people living with an intellectual disability into the world of work. The campaign was born from the outrage that followed.

Read the La Presse article ↗

Creative approach

The question put to passers-by

“Did you know that thousands of people in Québec are currently working without being paid?”

A vox pop, on the street. Their reactions confirm it: the finding is brutal.

Camera operator in the foreground filming a woman interviewed in a public square, SQDI vox pop
Camera monitor showing a smiling passer-by during the SQDI vox pop shoot
Shooting the SQDI vox pop in a Montréal park: camera and boom around a seated passer-by
An older passer-by interviewed in a downtown square by the SQDI vox pop crew
A passer-by answers questions on a park bench, surrounded by the SQDI vox pop film crew
A man seated on a bench in front of a stone façade, interviewed by the SQDI vox pop crew

“What we’re asking for isn’t the moon: it’s a real job, fair pay, a social safety net, and real support toward autonomy.”

Amélie Duranleau, Executive Director of the SQDI

Result

A campaign aired on Groupe TVA channels and on social media, addressed to the general public and decision-makers alike.

Its goal: to put pressure on for the reform of work placements that the SQDI has long been calling for.

The law protects everyone. Almost.

A campaign to change that “almost”, which affects thousands of Quebecers living with an intellectual disability.

Credits

  • AdvertiserQuebec Intellectual Disability Society
    Amélie Duranleau, Marie-Chantal Gauthier
  • Strategic planningSonya Bacon
  • AgencyAlléluia
  • CopywritingSylvain Thomin
  • Art directionDavid Lamarche
  • Production companyLes Enfants
  • DirectorAlexandre Franchi
  • Executive producerCéline Cellier
  • Production managementBruno Beauchemin
  • Director of photographyBenoit Jones-Vallée
  • SoundMartin Desranleau
  • EditingHubert Hayaud
  • Colour gradingSam, Arketype
  • Sound finishingJean-David Perron, Supersavant

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