A campaign for the conservation of biodiversity by MELCCFP and Tam-Tam\TBWA

Designed by the Tam-Tam\TBWA agency, the campaign highlights the importance of preserving biodiversity through the discovery of the ecological services of local species. The concept highlights the latter, described as “beautiful lives,” which contribute to our own moments of “beautiful life.”

“Going into nature is in itself a beneficial activity for our mental and physical health, but it also provides us with many other services, often without us even realizing it. The decrease in biological diversity, however, threatens its balance and this campaign therefore aims to make us understand the importance of preserving it so that future generations can also continue to benefit from it,” underlines Pauline Boissinot, director of communications at MELCCFP.

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Justine Langevin, consulting director at Tam-Tam\TBWA, affirms that “the collaborative work with the Ministry's experts has guided strategic and creative thinking, particularly towards the notion of ecological services; i.e., the daily benefits provided by species and natural environments such as pollination or the purification of water and air.”

“Living the good life can be defined in many ways in Quebec, but it almost always involves being outside, such as by the river, in front of a fire, on a terrace in town or on the end of a dock. The good life can be seen as the sum of the ecological services provided by biodiversity,” summarizes Audrey Plante-Grenier, copywriter at Tam-Tam\TBWA.

The campaign will be broadcast from October 7 on TV, in video on the Web as well as on digital platforms.

For more information: Plan nature : un monde à protéger et à partager | Gouvernement du Québec (quebec.ca)

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