Cossette and the Fondation des jeunes de la DPJ join forces to shed light on child neglect
12/9/2025
Work
by
Cossette
Just in time for the holiday season, Cossette has partnered with the Fondation des jeunes de la DPJ to launch a poignant new campaign highlighting an often-invisible form of violence: neglect.
With empathy at its core, the campaign sheds light on the harsh reality faced by thousands of children in the care of Quebec’s youth protection system.
Every year, thousands of children grow up without emotional support, comforting words, or gestures of love. This campaign is a powerful reminder that neglect is often what we don’t see. Our mission is to help them rebuild.
Maude Noël-Létourneau, Senior Director, Philanthropy, Communications and Events at the Fondation
Rooted in emotional storytelling and a deeply human insight, the initiative aims to raise awareness across Quebec and encourage donations—essential to the Fondation’s year-round support for youth.
We wanted to convey the emotional void and lack of tenderness these children often experience.
Richard Rochette-Villeneuve, Vice-President, Creative at Cossette
The campaign will run on television and online through December 28.
Credits
Client: Fondation des jeunes de la DPJ
Client team: Fabienne Audette, President and CEO; Maude Noël-Létourneau, Senior Director, Philanthropy, Communications and Events; Véronique Gauthier, Senior Advisor, Communications and Public Affairs
Agency: Cossette
VP, Creative: Richard Rochette-Villeneuve
Copywriter: Alex Bégin
Art Director: Éric Charron
Strategy: Marie Vaillancourt
Account Services: Charles Foley, Justine Ouellet, Benjamin Huot
Agency Production: Septième
Digital Production: Marie-Claude Francoeur
Media Agency: Cossette Media
Media team: Amélie Lemieux, Maude Labrecque, Isabelle Fournier
Production House: SOMA
Director: Stéphane Lapointe
Director of Photography: Christophe Dalpé
Post-production: SOMA & Arketype
Sound Studio: Circonflex
Music: Circonflex
Color Grading: Arketype