Association des agences de communication créative

Mouvement média d'ici

The media industry is going through an unprecedented crisis. For several years now, the migration of advertising investments to global digital platforms has deprived them of significant revenues to enable them to imagine, produce and distribute local content. 


This is why A2C launched the Mouvement média d'ici. This Movement seeks to raise awareness among all industry players of the difficult situation facing local media.  


Quebec's advertising industry has set itself the goal of doubling the share of digital budgets going to local media over the next three years. Achieving this objective would inject more than $200 million a year into our ecosystem, thereby contributing to the health of local media and the creation of home-grown content.


Manifesto for responsible media practices

The Manifesto for responsible media practices is a rallying cry highlights the vital importance of investing in our media, but also the emergency of mobilizing our industry to address this issue.


The heavy trend of migration of media budgets to digital is not new. On average, more than half of advertisers' media budgets are devoted to digital. It is striking to note that only 14% of these digital placements go to our local media.



Downolad our Manifesto


Guide to Responsible Media Practices

The Guide to Responsible Media Practices is designed for media professionals, both agencies and advertisers. It is intended to serve as a guideline for a responsible media approach by supporting the local media ecosystem while benefitting advertisers and consumers in a socially, culturally, and economically positive way.


Download the Guide

Local Media Index

The Local Media Index showcases the proportion of digital and total investments made in local media. Its purpose is to highlight the advertisers and agencies’ dedication to raise awareness about the Movement and to take concrete action.


Download the Local Media Index


Explanatory webinar

Watch the webinar presented by the panel of experts who contributed to the development of these tools, which will explain in detail how to use them.



Adhere to the principle of responsible media practices and take action now. Show your support! Download the Mouvement média d’ici icon and use the visual in your email signature, communications, etc.


Download visuals


A2C applaud the initiative, which also supports local media. This directory of Quebec media demonstrates, with statistical support, that buying local advertising is not only a responsible choice, but also a relevant and effective strategy for advertisers.


*Note that you will find references to the CDMQ in the Manifesto and the Guide as they were produced before it joined the A2C.