senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Children Follow Where Parents Lead in Government of Quebec Reading Campaign

10/05/2024
Advertising Agency
Montreal, Canada
133
Share
Awareness work from LG2 and Les Enfants encourages young children to read from an early age

The Government of Quebec commissioned LG2 to create a new awareness campaign about the importance of encouraging young children to read from an early age. The initiative focuses on the benefits of reading, and underlines the crucial role of parents in the early development of this valuable habit.

To promote reading among young people, the campaign reminds families of the lasting benefits of reading assiduously from an early age, while emphasising the irreplaceable role of parents and those around children as their first educators. Through an emotional and captivating approach, the campaign aims to empower parents, showing them how they are reading role models for their children who will replicate their actions. It’s the simple gesture of making time to read themselves that actively contributes to the intellectual development of the children who will be tomorrow's adults.

“In a world where screens dominate our attention, books are often relegated to the background. Yet every printed word becomes an invitation to explore, dream and grow. That's what we wanted to demonstrate with the line La plaisir de la lecture ça se transmet (The pleasure of reading is passed on). Reading is much more than a simple activity, it's an open door to imagination, knowledge and fulfilment. We really hope that this campaign will encourage many people to set an example for younger people.” said Christine Larouche, partner, principal director, strategy, LG2.

The video, broadcast on television and the web, features a young boy captivated by reading thanks to the role models he is exposed to at home. The ad strikingly underlines the contrast between technology and its distractions and the timeless passion for reading. The campaign also includes an evocative OOH concept drawing on the power of transmitting the passion for reading between generations.

Agency / Creative
Media
Production
Music / Sound
SIGN UP FOR OUR NEWSLETTER
Work from LG2
High Score
Ontario Cannabis Store
21/11/2024
9
0
Meatball
Ontario Cannabis Store
21/11/2024
5
0
Vinyl
Ontario Cannabis Store
21/11/2024
3
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0