MADA - Passover

Letting people know that there is help out there on the holidays.


  • Anti-Poverty
  • Food Security


  • 2022


  • Video


MADA is one of Montreal’s biggest anti-poverty organizations—specifically serving the city’s Jewish community. For their first major Passover event since COVID-19 they approached us to help them get the word out about the various services and support that anybody in the community could access. We decided to tell the story of some modern Passover miracles: food, community, and family.


We needed to tell a story about need that would speak directly to recipients of that support. We also needed to break down the various different services that MADA was offering based on the support that a given individual needed. And, at the end of the day, we needed to tell a story that was true to the spirit of Passover.

Speak directly to support recipients and explain a range of service offerings.


We decided to tell the story of three people—all in need of a slightly different kind of support from the MADA Community Center on the day of the Passover Seder. We engaged several performers from the Cote St. Luc Dramatic society to play those stories out—and we added a little bit of magic into all of them.