Government of Québec – Ministère de la santé et des services sociaux
Astral Mix conducted five different campaigns for the Ministère de la santé et des services sociaux on important societal issues―influenza, proper use of medication, HIV and STI, second-hand smoke, and excessive gambling―to be disseminated to various targets. The overall challenge consisted in broadening the scope of the Québec Government’s societal campaigns.
Using a synergistic mix of television and radio, Astral Mix developed strong, moving campaigns, built on innovation, integration and flexibility of both the message and platforms. The strength of the campaigns relied on the partnerships created between the ads and the stations on which they aired, making it possible to reach the various target groups in their own environments.