Quebec Ministry for Families and Seniors begins awareness campaign
By Adnews Staff
The Quebec Ministry for Families and Seniors began a new promotional campaign this week intended to raise awareness of the ways in which older members of society contribute to life in Quebec. The campaign is tied to the United Nations' International Day of Older Persons, which takes place each Oct. 1. "The campaign spotlights the fact that Quebecers greatly value what older persons bring to our society and the active role they play in it," said Stéphanie Bourgeois, an accounts manager at LXB, which developed the campaign. "It demonstrates how our seniors contribute in a dynamic and very concrete way to our collective well-being." The initiative includes television, print and online advertising, as well as a website. The creative uses the theme, "Being active is ageless."