This is why A2C launched the Mouvement média d’ici, which seeks to raise awareness among all industry players of the difficult situation facing local media.
Pledge “I support the Mouvement média d’ici”
Concrete action must be taken quickly to support quality journalistic content and our Canadian media. A2C invites all companies and organizations to join the Mouvement média d’ici by signing the pledge if you are a company or organization that:
- Already invests more than 25% of its digital media budget in Canadian media;
or
- Is committed to evaluating options and alternatives to increase its digital investment in Canadian media (local and regional) with the objective of reaching or surpassing the 25% target;
or
- Is an agency that proposes responsible media plans or marketing initiatives with the objective of reaching or surpassing the 25% target for digital media investment in Canadian media.
I support the Mouvement média d’ici
Consult the list of signatories (in French only)
Objective
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 (in French only) is a rallying cry that underlines the vital importance of investing in our media, but also the emergency need to mobilize our industry in the face of this challenge. The migration of media budgets to digital is a long-standing trend. On average, more than half of advertisers’ media budgets are devoted to digital, but it is striking to note that only 14% of these digital placements go to local media.
Guide to Responsible Media Practices
The Guide to Responsible Media Practices (in French only) 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.
Local Media Index
The Local Media Index (in French only) 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 (in French only) presented by the panel of experts who contributed to the development of these tools, which will explain in detail how to use them.
Commitment
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
Certification Média d’ici
This certification offers a one-day training course, led by a quartet of experts, focusing on the importance of local media and providing tools for integrating them into media recommendations. The course includes practical exercises and a test, and is aimed at media agency professionals such as media strategists and buyers.
