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Quebec government begins aging campaign

Montreal-based LXB Communication Marketing has developed an advertising campaign for the Quebec Ministry for the Family and the Elderly intended to illustrate "the beautiful side of aging." The campaign, which broke on March 20, consists of television and radio commercials. "The creative spark came from Jean Bissonnette, creative director at our Quebec City office, who saw in Jean-Pierre Ferland's well-known song Thank Goodness We Have Each Other an extraordinary backdrop to express in a subtle way the mutual link of dependence between generations," said Pier Lalonde, senior creative director at LXB. "The creative team pondered at length on situations to be expressed with sensitivity but without sentimentality. The English portion of the campaign, mainly radio, uses the same emotional backdrop to convey the message, and uses people praising elders they know and interact with. While the song could not be used as it bears little or no cultural link, the overall tone remains similar to that of the French campaign."

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