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Québec launches an advertising campaign to mobilize the public in the fight against climate change

Québec, May 31, 2021. – “Reducing greenhouse gas emissions hinges on our major projects and daily actions. Let’s all take part in the fight against climate change.” That is the message that the Québec government is driving home in its first advertising campaign aimed at encouraging Quebecers to participate alongside it in this vast collective initiative.
In line with the 2030 Plan for a Green Economy (2030 PGE), which places considerable emphasis on the electrification of the economy, the campaign illustrates some of the many actions underway in Québec to reduce greenhouse gas emissions (GHGs), build a green economy and better adapt to the impacts of climate change. Like the squares that make up a quilt (the central element of the ad campaign), all our joint actions to fight climate change form a whole and move us closer to a reassuring future.
The campaign is an opportunity for the government to reiterate its vision to accelerate the climate transition and highlight the structuring measures, policies, laws and regulations it will implement under the 2030 PGE. Several measures have already been announced since the plan’s entry into force on April 1: massive investments in the electrification of transportation, buildings and industries, support for the development of new clean energy sources, such as biofuels, bioenergy and green hydrogen, support for citizen initiatives, etc.
According to the Climate Action Laboratory’s 2020 Climate Action Barometer, 89% of Quebecers want to help in the fight against climate change by modifying some of their daily choices and activities, but only 34% believe that the majority of Quebecers are doing their part individually in the fight. By demonstrating that a profound change is taking place in society, the government is hoping to create a ripple effect in the population.
The campaign acknowledges various segments of society that are already taking action. Indeed, many companies are currently making the green shift by improving their energy efficiency or developing clean technologies. More and more municipalities are implementing ambitious plans to reduce their GHG emissions and taking climate change into account when planning their urban development in order to better adapt to its impacts. In communities, citizens are joining forces, creating green lanes and community vegetable gardens, buying locally-produced products, opting for car sharing and carpooling, and using public or active transportation.
Québec has set a target to reduce its greenhouse gas emissions by 37.5% below their 1990 levels by 2030. As announced in the 2030 PGE, the government intends to make a longer-term commitment with the aim of achieving carbon neutrality by 2050.
“The 2030 Plan for a Green Economy is a bold move by our government to address the many challenges posed by the climate emergency. And I truly believe that participation by society as a whole is vital to meeting our climate objectives since one of the key aspects of this commitment is to show the power of both individual and collective actions. That is what this first campaign seeks to demonstrate. With everyone’s participation (businesses, municipalities and citizens) and by building on our strengths, we’ll be able to speed up our climate transition.”
Benoit Charette, Minister of the Environment and the Fight against Climate Change, Minister for the Fight against Racism and Minister Responsible for the Laval Region
Quick Facts: 
  • The advertising campaign starts this Monday on major French-language television channels and the Web. It will run until June 27, 2021.
  • Several measures were taken to reduce the environmental impacts associated with producing the ad. For example, the quilt was created by a Québec artist using recycled materials and the costumes worn by the actors were second-hand. Food waste was kept to a minimum. Transporting crews and equipment was carefully planned in order to limit GHG emissions. Travel that could not be avoided was offset by purchasing educational carbon credits from Scol'ERE Carbon, a unique project that also makes it possible to fund an educational program in Québec’s elementary schools.
  • Additionally, the campaign was produced in compliance with the sanitary measures currently in force. 
Associated Links:   
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Claude Potvin 
Communications Director
Office of the Minister of the Environment 
and the Fight against Climate Change,
Minister Responsible for the Fight against Racism and Minister Responsible for the
Laval Region
Tel.: 418 521-3911


Media Relations
Ministère de l’Environnement
et de la Lutte contre les changements climatiques
Tel.: 418 521-3991


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