Children Follow Where Parents Lead in Government of Quebec Reading Campaign

The Government of Quebec commissioned LG2 to create a new awareness campaign about the importance of encouraging young children to read from an early age. The initiative focuses on the benefits of reading, and underlines the crucial role of parents in the early development of this valuable habit.

To promote reading among young people, the campaign reminds families of the lasting benefits of reading assiduously from an early age, while emphasising the irreplaceable role of parents and those around children as their first educators. Through an emotional and captivating approach, the campaign aims to empower parents, showing them how they are reading role models for their children who will replicate their actions. It’s the simple gesture of making time to read themselves that actively contributes to the intellectual development of the children who will be tomorrow's adults.

“In a world where screens dominate our attention, books are often relegated to the background. Yet every printed word becomes an invitation to explore, dream and grow. That's what we wanted to demonstrate with the line La plaisir de la lecture ça se transmet (The pleasure of reading is passed on). Reading is much more than a simple activity, it's an open door to imagination, knowledge and fulfilment. We really hope that this campaign will encourage many people to set an example for younger people.” said Christine Larouche, partner, principal director, strategy, LG2.

The video, broadcast on television and the web, features a young boy captivated by reading thanks to the role models he is exposed to at home. The ad strikingly underlines the contrast between technology and its distractions and the timeless passion for reading. The campaign also includes an evocative OOH concept drawing on the power of transmitting the passion for reading between generations.