Quebec universities begin Knowledge Matters campaign
By Adnews Staff
The Montreal-based Conference of Rectors and Principals of Quebec Universities broke a new television campaign called "Knowledge Matters" yesterday. The campaign is intended to raise public awareness of the importance of education and to foster pride in the Quebec university system. The six-week initiative consists of three commercials that seeks to show that matters of health, education and the environment cannot be addresses without knowledge. The campaign, developed by Publicis, will air through the province. The ads will also be posted online at <http://www.whyknowledgematters.ca>. "Universities are leading contributors to the education of highly qualified personnel and the advancement of knowledge, essential for development in a range areas of priority for Quebecers," said Heather Munroe-Blum, president of the organization. "It is essential to raise awareness of the importance of the contribution of university teaching and research to the advancement of knowledge, and to foster a consensus on the need for a university system that is excellent by international standards." The ads are a continuation of a three-year campaign that began with print ads last spring.