Campaign begins for Quebec Parental Insurance Plan
By Adnews Staff
Allard Johnson Communications of Montreal has created an advertising campaign for the introduction of the Quebec Parental Insurance Plan, which will debut on Jan. 1. This plan will replace the maternity and parental benefits currently provided by the federal Employment Insurance Plan. The new plan is intended to be more flexible and more accessible, with benefits for fathers and the self-employed. The campaign will consist of three phases, the first of which will begin this month. The aim of this phase is to promote the date the plan will come into effect, along with its advantages. The creative is based on images of babies, the primary beneficiaries of the plan. It is running in major daily and weekly newspapers, various community newspapers and in specialized magazines. The campaign will also make use of radio and Internet banner advertising.