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There is no animation and the background is minimal.
The highlight is in a guy in his fifties, Francis, a former general contrist, who looks straight into the chamber and breathes a tube down his throat.
Francis begins to tell his story: he thought he was in a wonderful way until COVID-19 hit him hard and left him with the aftermath of a tracheostomy.
He was hospitalized for forty-five days, 12 of them in a coma, since then he has been able to work.
“Me in a friend’s house. We were chatting at the door, nothing more mundane than that,” he says in French, “Believe me, COVID-19 is serious. “
The video is the first in a series of 3 new classified ads from the Quebec government aimed at warning the public about the dangers of COVID-19. The crusade was introduced on Tuesday night.
Prime Minister Francois Legault asked his advertising team for COVID-19 survivors with moving testimonies to convince Quebecers who still doubt the severity of the virus that it is actually serious.
“It’s not about scaring people,” said Michel Léveillé, the government’s deputy secretary general of communication. “This is to make sure the effect of the pandemic is clear. “
Their biggest challenge is convincing others to restrict the number of personal meetings they participate in, which Public Health Quebec considers the main source of case accumulation.
“There is a very fine line. We don’t need to make other people feel guilty. We need you to be careful,” Léveillé said. So we have to go further: it’s the call to action to mobilize other people. “
He said the message will have to have the right tone at the right time.
Unprecedented campaign
The government has spent an average of $10 million per month on investments in approximately 540 classic and social media campaigns since March. Quebec ads have been translated into 21 languages.
The Québec. ca, where all government data on the coronavirus is centralized, has logged nearly two million clicks since the start of the pandemic.
Before March 12, the government saw only a maximum of 2,000 Internet users at a time. When spaces closed during the first wave of COVID-19, up to 65,000 more people searched for data in Québec. ca.
In March, there was only one page of data on COVID-19. Since then, around one hundred have been created, either to inform others about the measures implemented or to direct them to resources.
The biggest communication challenge for Quebec is getting 20-year-olds, which is why it’s achieving the Quebec stars known to young people.