LBB interview: Taxi's Paul Lavoie on tackling important issues with the Voilà Foundation

Screen Shot 2016-11-17 at 7.07.56 am.pngThe co-founder of Canada/US creative agency Taxi has launched the Voilà Foundation with fellow Taxi co-founder Jane Hope and his daughter Catherine. He chats to LBB about their first project, a PSA with a twist.

"We in this industry possess skillsets that have the power to change behaviour for the good." 

Those are the words of Paul Lavoie, co-founder of Taxi, who together with fellow Taxi co-founder Jane Hope and his daughter Catherine, has launched the Voilà Foundation to invest money, their creative abilities and network of contacts to address issues close to them. 

Their first project is an ad campaign aimed at getting people to stop texting while driving. It's no ordinary PSA though. One quarter of road-related injuries in the US involved young drivers and the Voilà team was well aware of millennials' reluctance to take on board preachy ad messages. So they got them involved in the story. 

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