VASTE RÉSEAU QUÉBÉCOIS DES BIOTECHNOLOGIES ET DES SCIENCES DE LA VIE
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INNOVATION IN QUÉBEC, IT’S IN OUR DNA!

Québec’s life sciences industry Internet advertising campaign



Objective

Convincing Québec society of the strategic importance of stimulating and developing the health innovation sector. The life sciences sector contributes to the growth of the province’s economy and of future generations. 

Observation

Although Québec holds a strong place in the life sciences sector, only a small portion of the population is aware of this as other industries tend to be better-known. 

Message

Healthcare innovations benefit Québec’s population and economy in tangible ways. 

Project and Strategy

  1. An Internet-based public awareness campaign 
  2. The first stage of making the population of Québec aware of the life sciences sector.  
  3. Simple and accessible communication
  4. A catalyst for developing the population’s pride 

Target Audience

Elected officials and policymakers, by relying on those most likely to influence them directly: the public and the industry’s agents of influence.  A focus group was conducted in April of 2016, consisting of 17 citizens aged 25 to 69 years.