CNESST and Cossette Raise Their Voices for Psychological Health—and Call for Action
11/11/2025
Work
by
Cossette
It’s up to all us to act. The Commission des normes, de l’équité, de la santé et de la sécurité du travail (CNESST) has launched a new awareness campaign developed in partnership with Cossette, urging everyone to stop turning a blind eye to psychological health risks, such as harassment and violence in the workplace.
This year’s campaign strikes a heartfelt, committed tone: it features a small office plant figurine—a silent witness to troubling scenes—who refuses to stay passive. It trembles, speaks out, and desperately tries to provoke a reaction. A powerful metaphor for how every employer and worker should respond when faced with problematic situations.
By putting ourselves in the shoes of witnesses and victims, we can move workplace culture from inaction to accountability. Our figurine represents the moral force that compels us to respond instead of looking away.
Richard Rochette-Villeneuve, Creative Director at Cossette
There is no one-size-fits-all solution to eliminating psychological health risks. But by staying alert and taking action, we can make workplaces safer and healthier. Whether it’s implementing a prevention policy, supporting a colleague, or speaking up, every action matters.
Anouk Gagné, President and CEO of the CNESST
The campaign will run from November 3 to December 7, 2025, across Québec on multiple platforms, including TV (30- and 60-second spots), web, radio, digital banners, branded content, and social media.
Credits
Client:
Commission des normes, de l’équité, de la santé et de la sécurité du travail (CNESST)
Agency: Cossette
Creative: Richard Rochette-Villeneuve, Zoé Forest Paradis, Jasmin Brochu
Strategy: Marie Vaillancourt
Production Lead: Nicole Laplante
Agency Production (Septième): Joannie Roy
Print and Digital Production (Septième): Mario Lévesque
Media Agency: Cossette Média
Media Planning: Amélie Lemieux, Maude Labrecque
Production Company: 00001
Director: François Jaros
Producer: Geneviève Sylvestre
VFX – SHED: Fred Milot
SHED Production: Andréanne Denis
Original Music: Circonflex (Loukas Perreault & Paul-Étienne Côté)
Sound Design and Mix: Circonflex (Mathilde Langlois-Bettez)