FRAPRU
2024
Design & Visual Identity
Strategy
Ad Placement
FRAPRU
The Front d’action populaire en réaménagement urbain (FRAPRU) is a national coalition advocating for housing rights. It is also active on issues surrounding urban planning, poverty alleviation, and the promotion of social rights.
Le projet
The housing situation in Quebec is critical. Since the pandemic, thousands of renters are limited to dreary options from the rising risk of being renovicted to sky-rocketting rent costs, and apartments that are simply too small, poorly adapted to their needs or even unsafe. In this crisis context, FRAPRU turned to Molotov, entrusting us with the mandate to create a 360-degree awareness and mobilization campaign across Quebec.
The slogan and visual identity developed for this project centered around the only viable short- and medium-term solution to this issue: sufficient and sustainable funding for social housing. It’s simple: “Social housing is the key!”
On buses, bus shelters, in the Montreal metro, and through a variety of digital media partners, the campaign invited the public to directly appeal to Housing Minister France-Élaine Duranceau.
The result is a unifying campaign with an eye-catching behind which thousands of people assembled, demanding better conditions for tenant households in Quebec.
