Awareness Campaigns for ÉquiLibre

For 35 years, ÉquiLibre has established itself as a key player in the fight for a more positive body image. To reinforce this position and accelerate social change, the organization commissioned Capital-Image in the fall of 2023 to develop a communication program covering six major sequential campaigns, from November 2023 to October 2024. The goal was clear: to increase the reach of ÉquiLibre's messages, diversify the voices and channels used, and reduce the echo chamber effect by reaching new audiences.

To begin the mandate, Capital-Image conducted a rigorous analysis, combining a media review, a comparative study of similar organizations, and an examination of the evaluation report of previous campaigns conducted by the Université du Québec à Trois-Rivières. This research made it possible to better identify weaknesses, in particular the redundancy of certain messages, and opportunities to expand the audience, while building on the established reputation of the organization. The collaboration with the APIC research team, responsible for the longitudinal study "L'Effet ÉquiLibre," also made it possible to anchor the strategic choices in evidence-based data.

The proposed plan emphasized an integrated communication approach, focusing on content creation, media relations, collaboration with content creators, and partner mobilization. In addition to developing a personalized plan for each of the six campaigns, Capital-Image identified key moments of the year to maximize media resonance and engage target audiences. Spokesperson Andree-Ann Dufour Bouchard, with her expertise, was highlighted in targeted platforms, and new ambassadors were invited to carry the message, in order to reflect a greater body diversity.

The plan aimed to generate at least 30 million media impressions, 20 interviews, 750,000 video views, and a significant improvement in website engagement. These targets were not only met but exceeded: more than 51.5 million media impressions were generated, thanks to 324 quality media hits. Video content reached more than 899,000 views, and the web engagement rate climbed to 41.85%, with an average engagement time of 1 minute and 5 seconds.

The impact was also manifested on a societal level. According to "L'Effet ÉquiLibre," the campaigns contributed to improving the body satisfaction of participants exposed to the content, while decreasing the importance given to thinness. For example, following the "Grossophobia, enough is enough!" campaign, 34% of respondents stated that their prejudices had significantly decreased, and more than half felt they had begun to question them.

Capital-Image has demonstrated that rigorous planning, precise targeting, and creative activation can have a real impact. In addition to meeting the objectives, the campaign helped reaffirm the relevance of ÉquiLibre's action in a context where social standards of beauty are still too often exclusionary. The organization renewed its trust in the agency for subsequent years.