Cossette and Amnesty International Challenge Immigration Myths with “Change Your Perspective”
Work
To elevate the public discourse around immigration, Amnesty International Canada francophone and Cossette are launching “Change Your Perspective” (Change ta vision). Driven by a striking visual anchor, bright yellow glasses, this multi-platform campaign sets out with a clear purpose: to curb reductive thinking in public debates and highlight the undeniable contribution of migrants to Quebec’s economic, social, and cultural vitality.
To bring this vision to life, Cossette and Amnesty International collaborated with Laurence Vallières, an artist renowned for her large-scale, socially engaged sculptures. She designed the monumental glasses currently touring Quebec through October.
Following an initial organic rollout on May 2nd during the International Workers’ Day march, the activation made a bold statement by appearing directly outside key institutional landmarks, including the National Assembly. This peaceful guerrilla tactic serves as a direct reminder to elected officials that the positive impact of immigration is staring them right in the face.
Cossette built an innovative, highly accessible platform. The "Change Your Perspective" website pairs artificial intelligence with Amnesty International’s rigorous database.
The result is a real-time analysis tool capable of debunking fake news and auditing political statements on immigration—giving the public a reliable, universally accessible truth detector.
Over the coming weeks, the campaign will sweep the province through high-impact out-of-home (OOH) advertising, field activations, and tactical drops of the yellow glasses to influencers and political figures. The print and billboard assets will feature augmented reality (AR): by scanning the creative, audiences will unlock hidden elements revealing concrete facts about immigration. It is a seamless, multi-channel approach engineered by Cossette and Amnesty International to make the message impossible to ignore: it’s time to change our perspective.