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Lifesaving Society breaks Quebec campaign
By Adnews Staff
The Ottawa-based Lifesaving Society has begun a new awareness campaign in Quebec. The campaign, developed by Lg2 of Montreal, is timed to coincide with National Drowning Prevention Week and seeks to educate consumers about the safe use of the province's waterways. It consists of 30-second television commercials, print ads, a website and online banners. The initiative began with an out-of-home installation in Lafontaine Park in Montreal on July 18. The creative uses the theme of rocks in bodies of water, inscribed like tombstones. In addition, from July 21 to 27 the society will conduct "sensitization activities" in various communities, led by 2,000 experts in lifesaving techniques. Media planning for the campaign was handled by Carat. "The ultimate goal of the campaign is to reduce the number of drownings in Quebec," said Sylvain Dufresne, a writer at Lg2. "We want people to wear their safety vests and, by showing the consequences of unsafe practices, we expect to reach people where they'll remember it."