Centraide du Grand Montréal highlights, in its latest ad, that the weight of poverty can be heavy to bear, but together, we can help lift the burden.
The 60-second commercial features a diverse cast of people in tough life situations, some of them really dramatic, such as being homeless, on the rooftop of a flat, ready to commit suicide, getting the help they need to overcome those difficult moments and literally rise up. The individuals, ranging from an old man found in the streets to a younger man, depressed and ready to throw himself from a rooftop, to a child and his mom, who need a home, are shown rising from the ground up in the air, while in the background the French song “Ça va ça va” by rising French Canadian artist Lou-Adriane Cassidy plays.
“Without the burden of poverty and exclusion, we can all rise up,” onscreen lines read at the end of the spot.
Centraide du Grand Montréal encourages people to donate and help people of Greater Montreal rise above their challenges.