Since the very beginning, in 2013, Made in has been actively involved in the Jean Lapointe Foundation’s 28 Days Without Alcohol. So much so that for the second year in a row, the agency has lent its support to the cause. It produced, animated, mixed, and broadcasted in February 2020, 10 new episodes of the podcast series #Leffet28Jours. This involvement highlighted Made in’s broad expertise in both communications and production.
In order to raise awareness of the Foundation’s educational mission, it was decided – this year – to tighten up the programming of the podcasts to give them individually maximum impact.
Gone are the ordinary guests. Hello to the plethora of well-known personalities! Thus, about twice a week, in February 2020, 9 choice guests took turns at the microphone of #Leffet28Jours. The series ended with a best-of episode. All had a personal message to deliver, related to alcohol. They had once abused it, suffered collateral damage, or were directly exposed to it on a daily basis… By giving a voice to strong names, Made in wanted to support the efforts of the Jean Lapointe Foundation. The agency wants to capitalize on the notoriety of each guest, in order to broaden the scope of the annual fundraising campaign. The idea is to snowball and reach a large number of listeners
The notoriety of the Jean-Lapointe Foundation combined with the enthusiasm for the 28-Day Challenge, touched the hearts of the prospective guests. So much so that when they contacted them, they responded positively and generously to the call. This led to touching interviews (25 to 45 minutes on average), full of humanity and sensitivity. Jewels of confidences, which will remain engraved in the memories for a long time.
Singer and author Dan Bigras came to talk to us about sobriety and alcohol, as he celebrated 25 years of abstinence. Les Grandes Crues (Marie-Lyne Joncas and Ève Côté) analyzed – not without laughter! – the close link between humor and alcohol. Writer, slammer and former addict David Goudreault welcomed us to his home in Sherbrooke to discuss creativity and alcohol. Host José Gaudet opened up on the theme of family and alcohol, while sommelier Élyse Lambert spoke about her “alcoholic” job. Ex-footballer Étienne Boulay and his wife looked at the effects of alcohol (and drug) abuse on a couple’s life. Author and columnist Christian Tétreault spoke to us about the functional alcoholism that the sudden death of his daughter Marie caused him. Geneviève Everell, aka Miss Sushi à la Maison, shared her resilient journey as she reviewed her atypical childhood with a polytoxicomaniac mother. Finally, with Dr. Michel Brabant, addiction physician at the CHUM, we took a close look at the various consequences of alcoholism. A varied and complete overview, which allowed us to reach a maximum number of people.
In order to arouse curiosity and generate a maximum of enthusiasm, a three-step promotional campaign has been imagined. In addition to the usual listening platforms (SoundCloud, Spotify, etc.) and a page dedicated to #Leffet28Jours on the Jean-Lapointe Foundation’s website, photos as well as sound and video clips were published in stories, on IGTV and on the Instagram page @madein.studio, as well as on the Facebook, LinkedIn and Twitter accounts of the Maison Made in, the Jean-Lapointe Foundation and the 28 Days Challenge.
The multiplication of broadcasting channels allowed the podcasts to reach a wider audience. This has ensured that the episodes are shared and that Quebec listeners are highly engaged. Many of them have given them flattering reviews. This success undoubtedly contributed to the historic success of the 2020 edition of 28 Days Without Alcohol.