Amnesty International Canada and Cossette ask Quebec to ‘Change Your Perspective’

Amnesty International Canada francophone and creative agency Cossette have launched a striking out-of-home campaign titled ‘Change Your Perspective’ (Change ta vision), aimed at reshaping the public discourse around immigration in Quebec. 

At the heart of the campaign is a giant pair of bright yellow glasses, a bold visual installation designed to encourage citizens and policymakers alike to take a fresh look at immigration and recognise the significant contributions migrants make to Quebec’s economic, social, and cultural landscape. 

Created to tackle one of the province’s most polarising issues, the campaign seeks to move conversations away from fear and misinformation and toward a more constructive and informed perspective. 

The oversized yellow glasses, designed by renowned artist Laurence Vallières, have become the campaign’s central symbol. Known for her large-scale socially engaged sculptures, Vallières created the installation as a travelling public artwork that will tour Quebec through October. 

The activation first appeared organically during the International Workers’ Day march on May 2 before making high-profile appearances outside key institutional landmarks, including the National Assembly. The guerrilla-style installations serve as a direct reminder to decision-makers that the positive impact of immigration is often hidden in plain sight. 

Beyond the physical installation, the campaign extends into digital and interactive experiences. Amnesty International and Cossette have developed a dedicated website powered by artificial intelligence and Amnesty’s research database, enabling users to verify claims and combat misinformation surrounding immigration. 

The campaign’s OOH component also incorporates augmented reality. By scanning print and billboard creatives, audiences can unlock additional content and facts about immigration, creating a more immersive and educational experience. 

Over the coming weeks, the initiative will continue its province-wide rollout through billboards, field activations and targeted distribution of the iconic yellow glasses to influencers and political figures.