Positioning the Foundation as a leader in improving the quality of aging in Quebec.

challenge

After Japan and South Korea, Quebec is one of the world’s fastest aging societies. But while aging is a topic of concern in the current climate, society does not seem to be taking up the cause of seniors, which is in turn failing to inspire societal reflection.

As a privileged witness to the transformation of the seniors’ milieu since 1967, the Berthiaume-du Tremblay Foundation has taken on the responsibility of sharing its observations and experiences in order to motivate a greater number of people. The challenge involved taking the organization out of its milieu to allow it to reach its full potential—to inspire the Quebec of tomorrow through large-scale, mobilizing projects.

strategy

While the Foundation’s main concern in the 1960s was the establishment of affordable housing, by the beginning of the 1980s, seniors’ community organizations were in great need of support. Since 2013, the Foundation’s actions have been focused on innovation. By furthering reflection and developing concrete innovative projects, the Foundation will best be able to pursue its mission to help Quebecers age well.

objectives

Build a visibility and fundraising campaign in order to sustain the Foundation’s activities. Identify and name the Foundation’s axes of innovation. Provide guidance to highlight initiatives surrounding the implementation of two innovation poles: innovative living environments (Quartier des Générations) and a hub for stakeholders in the aging milieu (PrésÂges).

team

Geneviève Grenier, strategy
Marie-Ève Caron, planning
Isabelle Émond, strategy and web project management
Mélanie Baillargé, art direction
Marie-Béatrice Jacquemin, art direction
Élyse Noël de Tilly, copywriting
Laura Lee Moreau, web design
Anne-Marie Desbiens, web content
Dominique Fournier, integration and programming
Lily Panholzer, illustrations

putting it to work

Guide the Foundation through this big step impacting the organization’s development: innovation. This transformational process is centered on social intelligence, “design thinking,” co-creation, and entrepreneurship. By setting up projects like connected, innovative, and multigenerational seniors’ living environments or establishing seniors’ social entrepreneurship projects, all of Quebec is made aware of another way to see the exceptional potential the current context of aging has to offer.

impact

Introducing a strategy and fundraising pitch allowed the Foundation to sustain the development of its leading projects while maximizing its power of influence among decision-makers in the political, academic, and business spheres.