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Government of Quebec begins pandemic campaign

The Government of Quebec has begun a COVID-19 prevention campaign aimed at teens and young adults. Developed by Cossette, the effort seeks to raise awareness of the fact that young people are “key vectors in the spread of the virus.” It consists of four executions, each featuring a Quebec hip hop artist, including Loud, Naya Ali, Sarahmée and Zach Zoya. The creative focuses on preventative measures such as wearing a mask and social distancing. The campaign consists of 30-second and 60-second videos and audio ads, accompanied by signage and banners. It will run on television, radio, Spotify, social media, and the web.

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