The Barreau du Québec, the province’s professional order for lawyers, wants Quebecers to know their rights and is using a new provincial campaign to educate the public about the Barreau’s role in three hot-button issues: abortion rights, maintaining the long-gun registry and dying with dignity.
Using the concept of “24,000 lawyers working for a just Québec,” the campaign targets 25- to 54-year-olds with a singular focus on taking a stand on specific issues, which represents a shift in strategy from previous years.
“We initially chose seven topics and did focus group testing based on three criteria: financial feasibility in terms of filming TV, public interest in the issue, and the public’s understanding of the issue,” said France Bonneau, director of communications for Barreau du Québec. From there, three topics were chosen.
“The Barreau’s mission is to protect the collective rights of Quebec society,” she said. “This campaign is designed to help people understand the role of the Barreau, which will in turn help develop confidence in the legal profession.”
The campaign, which launched Monday, was created by Agence Cartier, the Barreau’s agency of record. It is their first collaboration of a three-year contract awarded following an agency review last summer. (Cossette was the Barreau’s previous agency.)
Cartier developed a French-language 30-second TV spot and a version with English subtitles. The ads are scheduled to run 800 times across 12 different television channels (70% at peak time) from Jan. 14 to Feb. 17.
The TV spots can be viewed online at two dedicated microsites: YourJustice.ca and VotreJustice.ca.
Ads will also appear in The Gazette, on MontrealGazette.com and LaPresse.ca. The TV spots can be viewed online.
