Good advertising costs no more
than bad advertising,
but eventually it becomes priceless.

Lowe Howard-Spink, UK


Amnistie Internationale


Quoi de neuf?


English version


Téléphone :
514 994-1080
Télécopieur :
450 444-2273

Web site create by

U.S. Violation of Human Rights Target of New Quebec Amnesty Campaign

When one thinks of the violation of human rights, thoughts usually turn towards countries where, for example, child labor is the norm or people are jailed for speaking out against the government. So it may come as a surprise to many Canadians that the country chosen as the focus of Amnesty International's current campaigns worldwide is Canada's next door neighbor, the United States.

Amnesty International has focused on four areas where it has documented cases in the U.S. where, it says, human rights have been violated on a not infrequent basis. These include: police violence; the incarceration of refugees seeking asylum; physical or sexual violence inflicted on prisoners; and capital punishment.

"The U.S. plays a role in determining international norms in terms of respect for human rights," says Michel Frenette, general manager of Amnesty's French Canadian section. "The country is born on the truth that all men are created equal, with inalienable rights, among them life, liberty and the pursuit of happiness.

"The problem is that this promise is not held. These rights are not guaranteed to all. It often depends on your race, sex, social status or economic level."

Amnesty launches one theme campaign each year and one campaign denouncing a country every two years. Supporters in countries worldwide each develop their own campaigns focused on the specific violations in the targeted country. Frenette cited numerous examples of violations in the U.S. cited by Amnesty as violations, at a press conference prior to launch of a French-language campaign in Quebec which will run until July through donated media.

The campaign gets underway with four posters focusing on the violations. Visuals include a police van with four body bags, a jail cell that would be home to a refugee, an electric chair (with copy pointing out the chair is sometimes occupied by someone who created a crime with underage but still is executed as an adult), and one of a pregnant woman prisoner about to give birth while shackled in handcuffs.

"It's common in prisons where many don't even have an obstetrician/gynaecologist on staff," says freelance copywriter André Marois who, with freelance art director Lyne Lefebvre developed the posters that will be displayed on Zoom Media in clubs, restaurants and in its college/university network outlets.

Some of the same visuals have been incorporated into a 30 sec. television commercial and a 63 sec. cinema commercial produced by Richard Leclerc, president of Commando, in association with Francine Bernier.

Among other aspects of the campaign are: postal cards destined to the American Ambassador in Ottawa and the U.S. president, Internet ad banners (which can be used by cybernauts supporting the efforts), and a website dedicated to the campaign ( Theme is 'Les mêmes droits pour tous'. Main copy line reads: 'Les États-Unis n'ont pas tous les droits'.

Gail Chiasson,
Feb. 24/99

Place des Arts Asks Fans to Choose Their Favorites

An on-line contest has been initiated by Montreal's Place des Arts, in collaboration with Commando Création, as part of its 35 year anniversary. Fans who have attended events throughout the years are asked to vote for their favorite among their memories of shows that included music, theatre, dance, opera, song, humor. A winner will be drawn Nov. 27 for a prize of $600 worth of tickets to attend PdA events this winter. Voting (Quebec residents only) can be done at

And the winner is : Mrs. Sylvie Lusignan, from Laval, who vote for the Loreena McKennit skow, presented in 1998. She won the $ 600 tickets package. Click here for more details (in french).

Gail Chiasson,
Nov. 23/98 - Dec. 3/98

Commando Creates for Place des Arts' 35th Anniversary

Place des Arts, Montreal cultural centre, has launched notice of its 35th anniversary with a new logo and posters in metro stations and in metro cars themselves. The French-language theme translates as 'For 35 years, we've made a place for your passions. Place des Arts, always the Place.' It was developed by Commando Création, headed by Richard Leclerc, former vice-president creative at Publicité Martin, with art by Michel Grant of studio B'artbo.

Leclerc has also launched a recruitment campagne for students seeking their CMA (comptables en management accrédité/certified management accountants). Posted in metro stations and at universities and running in student papers, it reads (translated) 'Don't trust imitations. CMA, the M makes all the difference.' Art director was Fran¨ois Langevin of Langevin Turcotte.

Other recent work at Commando involved development for new campaigns for Royal LePage and, aimed at the 16-to-24 age young drivers, for the Société de l'assurance d'automobile du Québec.

Gail Chiasson,
Sept. 10/98

A Song Against Violence

Hip-Hop La Gamic, a popular music group in Quebec, will compose the words and music to a song focused on violence against women under an agreement with Publicité Martin of Montreal.

Under the supervision of Richard Leclerc, president of Commando Création, who conceived the idea, the group's work will be used in a campaign on the social problem. It will also become a videoclip for use on MusiquePlus this fall.

Development of the project can be followed on the Commando Création website.

Gail Chiasson,
Aug. 11/98

Leclerc exits Martin for own shop

After five years as creative director atPublicité Martin, Richard Leclerc, is triking out on his own while keeping one foot in the door of his old firm. Leclerc's new company, Commando, counts as its clients the Salon des métiers d'art du Québec, the law firm of Lavery, de Billy and Place des Arts. Leclerc will continue to work out of PM's offices, use some of its people and services, and will also work on PM's Future Shop account and the Quebec Ministry of Health's upcoming campaing on violence against women.

Marketing Magazine
November 10, 1997

Award-winning Creative Richard Leclerc Sets Up
Autonomously as Commando

Richard Leclerc, vice-president creative/strategic directions at Publicité Martin of Montreal for the past five years, has set up autonomously under the name Commando to serve clients who may want creative without full agency services.

While continuing to do creative work for certain Martin clients such as FutureShop and for the Quebec Ministry of Health and Social Services' upcoming campaign denouncing violence against women, Leclerc will operate Commando as a service for advertisers who want to deal directly with creative. Among those already using Commando are the Conseil des métiers d'art, the law firm of Lavery, de Billy, the Musée de Pointe-à-Callière, and Place des Arts.

Leclerc worked as a freelancer under the name Latitude before joining Martin in 1992, initially as vice-president French creative. Prior to that time, he spent eight years with Groupe Everest as creative vice-president. A former president of the Publicité-Club de Montréal, he has judged several national and international advertising award competitions. He has been the creative force behind several award-winning ads for such clients as Amnisty International and the Société de l'assurance automobile du Québec. Leclerc also worked on program content for the popular Télé-Québec program Fous de la Pub.

Gail Chiasson,

To know more about Richard Leclerc (in french).