The diary of Louise
Website-Public Service/Charity - Single
Cossette, Montreal, QC
Agency: Cossette Chief Creative Officer: Anne-Claude Chénier, Louis-Philippe Tremblay Vice President, Design: Richard Bélanger Associate Creative Director: Frédéric Lord Art Director: Marlène Dulude Illustrator: Ève Chenette, Marianne De L’Isle Strategy: Jean-Xavier Wilhelmy, Morgane Offroy, Louis-Philippe Mathieu, Gabrielle Cyr Account Services: Benoît Laurin Project Management: Éric Deslauriers Concept: Charles Saliba-Couture Copywriter: Charles Saliba-Couture Translation: Catherine Trollope, Marsha Roc-Malychenkova Graphic Design: Kevin Fouillet Illustrator: Kevin Fouillet Web Developer: Simon Barrette PR & Communications Advisor: Sylvie Letendre, Geneviève Guérard Client: RELIEF, Alexandra Guérin, Annie Beaudin, Josée St-Amand, Sylvie Elsig Pet Therapy: Billy (Quebec’s most beautiful Golden Retriever)
Relief is a non-profit organization promoting mental health education and self-management. In Quebec, over half of those affected by mental health aren’t under the care of a professional. To connect with them, we created Louise: a fictional person who is living with anxiety. Louise’s Diary allowed Relief to humanize its brand and organically highlight its services, tools and activities in her writings—helping break down taboos and inspire readers to take charge of their own mental health.