Communications bleu blanc rouge has just launched its third campaign for Le Barreau du Quebec ( the Quebec Bar Association), that attempts to bring a better understanding of the justice system to the public.
For the two years it had the assignment, bleu blanc rouge worked at building the awareness and credibility of lawyers in Quebec. This year’s campaign is more subtle.
The focal point is a 20-page booklet called ‘Quick Legal Quiz’ that outlines scenarios and gives those taking the quiz a choice of three answers to each question.
The purpose is to educate consumers about what circumstances or situations in everyday life might require legal assistance.
More than 725,000 copies of the booklet are being distributed in English and French. Half a million will be available at Provi-Soir convenience stores and at National Bank locations, with the other 175,000 going out in the March issue of Protegez-vous, the magazine of the Consumer Protection Office.
For the next two months a print campaign in English only and a French-only television campaign will also be underway.
The four television spots depict four scenarios – divorce, incapacitation, sudden death and business difficulties. There is no dialogue, just evocative classical music, until the voice over at the end that says if you think this might happen to you, take the test and seek legal advice.
The tagline for all Barreau du Quebec advertising is, ‘Your lawyer has all the answers.’
Credits at bleu blanc rouge go to Richard Constantineau, creative director; Maurice Van Themsche, copywriter; and Francois Vaillancourt, art director, with television production by Films Figaro.
