Quebec’s Ministry of Sustainable Development, the Environment and Parks, is running an awareness and education campaign explaining how vacationing Quebecers can combat the growth of blue-green algae in the provinces lakes and rivers this summer.
In a 30-second TV spot, created by Cossette Communication-Marketing, two men are fishing on a lake and one is talking about what he can do to help eliminate the algae, which produce harmful toxins. He says how he will properly maintain his septic tank, use phosphate-free soap and stop using products that containing chemicals.
Then he asks, “If I do all that for you, what will you do for me?” His friend assumes he’s talking to him, but he’s actually talking to the lake at which point he lands a fish and says, “Thank you.”
The ad throws to the website NosPlansDeau.com which offers tips to combat algae. The voiceover finishes with, “The protection of our waterways. It’s our business and it’s not complicated.”
A 15-second spot shows a family playing in a river while the voiceover states, “If we want these beautiful moments to last, let’s look after our lakes and rivers,” and throws to the same website, while a second 15-second spot shows an elderly couple enjoying a cup of coffee on their dock overlooking a lake. The TV campaign is supported by radio and print ads which run until August. Carat handled the media buy.
