Montreal, June 17, 2020 - Thanks to the “Family support is essential” campaign, Fondation Émergence, founded by Laurent McCutcheon in 2000, has proven that in all circumstances the issues of the LGBTQ + community must be addressed. With its campaign highlighting the importance of loved ones and allies in the community, that the non-profit organization was able to touch the hearts of people and bring families together during this time of uncertainty and physical distancing.
Exactly one month after May 17, the International Day against Homophobia and Transphobia, Fondation Émergence can undoubtedly say that it achieved its goal by creating a major campaign despite the particular global circumstances surrounding COVID- 19. A campaign that would not have been possible without the generous participation of the Foundation's partners and sponsors, including National Bank, official presenter.
"This year, we faced many challenges in developing our annual campaign," said Laurent Breault, Executive Director of Fondation Émergence. With the COVID-19 health crisis, we had to find a way to fulfill our mission, which is to raise awareness and educate people about the challenges of our community while being sensitive to the specific context that has affected the world's population. This is why we have chosen to share a message of hope, positive and unifying, which would rally the whole LGBTQ + community and its allies. "
Social media as a vehicle for change
Normally in close collaboration with schools, community organizations and other educational and awareness-raising circles, Fondation Émergence has been able to adapt by changing its visibility model by focusing almost exclusively on social media as a promotional vehicle at the expense usual posters, leaflets and other signs considering the closure of printers.
Thanks to social media, Fondation Émergence was able to reach many individuals not only in Quebec, but also in Canada and in the rest of the world. The campaign also highlighted lesser known realities such as non-binary and two-spirited people. As a non-negligible element of the campaign, the Foundation was also able to increase its follower base on social media, thereby contributing to increasing its visibility and the actions resulting from it (sharing, likes, etc.) .
A success shared by all the members associated with the Fondation Émergence, both the internal management team, the board of directors and the governors, are the numerous mentions of the campaign and its theme by political bodies including the Prime Minister of Canada, Justin Trudeau, the Minister of Justice Sonia Lebel, the Minister of Diversity and Inclusion and Youth Bardish Chagger and Mayor of Montreal Valérie Plante.
Throughout the year, Fondation Émergence pursues its mission of fighting, educating and raising awareness against homophobia and transphobia, without discrimination on the age and origin of each individual it defends. 2020 also marked the first campaign of the International Day against Homophobia and Transphobia without the regrettable presence of its founder Laurent McCutcheon, to whom the Fondation Émergence wishes to pay tribute.