FQCCL

The Fédération québécoise des centres communautaires de loisir (Quebec Federation of Community Recreation Centres) wanted to launch an awareness campaign encouraging a diverse audience to discover the joy of being active at its member centres.

To challenge common misconceptions about physical activity, Les mots pour la cause came up with the name “Bouger, c’est pas une corvée” (Movement isn’t a chore) and a series of slogans. We then developed a playful visual world that put people and the joy of being active at the heart of the campaign.

We drew inspiration from vintage sports cards to create a playful, energetic and instantly recognizable visual world. Bright colours, bold typography and the format put the photos and slogans front and centre. Through proud, confident poses, the people featured become the heroes of their own actions: we celebrate their energy, effort and enjoyment of being active, rather than presenting physical activity as an obligation.

The logo captures the campaign’s dynamic and playful tone. “Bouger” takes an upward shape to emphasize the idea of movement, while “Corvée” descends to visually minimise its importance. A version with a black outline also ensures good legibility on saturated colour backgrounds.

The main call to action was simple: find the community recreation centre closest to you. We therefore created a web page that introduces the campaign and makes it easy to locate centres through an interactive map. All communication materials direct people to this resource, creating a cohesive path to action.

We created a communication toolkit including social media posts, banners and posters that community recreation centres could use across their own platforms and in their spaces. By giving members the tools they needed to deploy the campaign themselves, we were able to multiply touchpoints and extend its reach without increasing the media budget.

Collaborating with Solstice on the art direction and original photo concepts, and creating a cohesive visual and web experience, is what brought the project to life. Thank you to Solstice and everyone who contributed to making it happen. I’m truly proud of what we created together!

Julie Ferir, Communications Manager