As an industry leader, Substance has aligned with the A2C recommendation, Mouvement média d'ici, and is one of the first 70 signatories of the Mouvement média d'ici pledge.
This desire was born following the announcement of the intention of Meta, the parent company of Facebook and Instagram, to block Canadian news from its platforms, which hinders access to quality journalistic content from here.
That's why we suggested that all our clients reallocate at least 25% of the media investments usually made on META to local/Canadian media. Obviously, everything has been done with a guarantee of a high level of performance. Thus, we maintain the performance of the platforms thanks to a balanced reallocation and careful optimization of our experts, in order to obtain similar results.
Substance has positioned itself in this way because the agency considers it crucial to support local media to preserve the essential content that informs Quebecers and Canadians daily, that nourishes democracy, and that is an integral part of our culture.
Substance is now proud to offer all its current and future clients media plans that align with the agency's desire to be a responsible citizen and protector of local culture. So, if you too want to be a responsible client, we recommend that you get on board and invest a minimum of 25% in local/Canadian media.
We are convinced that together, we can bring about a significant change and we believe that adhering to the Mouvement média d'ici movement and signing this pledge is a great first step.