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Réseau FADOQ is launching its new “We apologize” publicity campaign to encourage Quebecers to work together to improve seniors’ quality of life, now and into the future.
In this ironic video directed by Louise Archambault (And the Birds Rained Down, Gabrielle, Trop), actors Sylvie Dubé and Jean Maheux talk as if they’re sorry for everything Réseau FADOQ and the baby boomers have achieved.
The biggest seniors’ organization in the country, which is celebrating its 50th anniversary this year, is hoping this message will help close the generational gap and encourage a more positive, inclusive attitude toward seniors. This is especially important during the COVID-19 pandemic, which has been so hard on the generation who brought Quebec into the modern world.
“Our organization has been working for 50 years to change negative perceptions of seniors,” explains Réseau FADOQ Executive Director, Danis Prud’homme. “With the assistance of our baby boomer members, we’ve launched major initiatives that have helped further the collective rights of seniors. A lot of progress has been made, but there is still so much to do. The social crisis caused by the pandemic has brought up the crucial question: Is this the way we want to grow old? Our suggestion: let’s work together to find the answer.”
Orchestrated by the Tam Tam\TBWA agency and produced by Les Enfants, the campaign will be run on major Quebec television channels in 30 and 60 second formats. The ad will also run on digital and print platforms.
In creating this campaign, Réseau FADOQ was involved in one of the first post-lockdown film shoots. Very strict sanitary measures were put in place to make sure health guidelines were followed and a host of artistic and operational adjustments were required.
“Despite the restrictions imposed by COVID-19 health measures during filming, we wanted to use an off-beat approach to delivering a simple message. FADOQ is much more than a membership card that provides discounts. We need to change people’s perceptions of FADOQ and make them realize everything it has accomplished over the past 50 years to protect the rights and well-being of a very special generation. Something FADOQ will go on doing in the years ahead,” explains Manuel Ferrarini, VP Creative Director at Tam-Tam\TBWA.