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A unifying campaign thanks to Québecor

Once again this year, we were able to count on the immense generosity of Québecor to deploy a vast volunteer recruitment and fundraising campaign, which ran from September 27 to December 17, 2023.

For the second year in a row, our spokesperson, actress Marie-Thérèse Fortin, lent her voice to the advertising message, whose slogan is: “It’s by building bridges with seniors that we’ll put an end to their isolation.” The multiplatform campaign included television, digital, magazines and newspapers.

By connecting with seniors, Little Brothers ends loneliness and isolation

The campaign highlights a series of ten touching stories, featuring real-life volunteer-senior duos who have created meaningful and lasting relationships by joining a Little Brothers team in their area.

We meet Mrs Diane, a Great Friend who joined the organization just before New Year’s Eve 2020 to break her holiday boredom. One call was enough to change the meaning of her life. Then there’s 13-year-old Laurent, who volunteers with his mom Geneviève to brighten up the daily lives of many seniors in their community. And Rose-Aimée tells us about the life lessons she learned in the company of her Great Friend Françoise.

Multiple opportunities to raise public awareness

During the campaign, our spokespersons had many opportunities to address the public via Québecor media.

To begin with, our patron Béatrice Picard published an open letter in the Journal de Montréal for National Seniors Day. Then, our spokesperson Marie-Thérèse Fortin appeared on the television programs Canal Nouvelles (LCN) and Salut Bonjour, where she reminded us of the importance of being present alongside seniors during the holiday season to help them connect with something positive.

“This time of year is synonymous with joy, sharing and getting together for many of us. But for those who don’t have family to spend Christmas Eve with, the magic is slow to sink in. The spirit of Christmas is also about thinking of those who may not have been so fortunate,” she emphasizes.

Thank you to Québecor, a major partner in this campaign!

As Pierre Karl Péladeau, President and CEO, explains: “It is a source of great pride for the Québecor family to have teamed up for over 10 years with Little Brothers, an organization dedicated to the well-being of seniors. In a community like ours, it’s more important than ever to participate in the collective effort to prevent and combat isolation among seniors. Sharing and community support have always been part of our company’s core values, and we have chosen to support Little Brothers year after year to enable them to fulfill their essential mission with those who have helped shape the Quebec of today.”

Thanks to this partnership with Québecor, we were able to reach hundreds of new supporters, and nearly 500 volunteer applications were received between November and December 2022.

Renewed generosity in the fall enabled Little Brothers to engage with hundreds of new volunteers and supporters in the months from September to December 2023. A commitment that makes a difference for isolated seniors in Quebec.


People of all ages and from all over Quebec are invited to create lasting, meaningful connections with the lonely seniors in their lives.

To get involved, you can fill out the volunteer form or make an online donation.

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