Helping a loved one with the assistance measure
Heading
Curateur public
Overview
Anyone helping a loved one knows how difficult it can be to exchange information with service providers or speak on someone else’s behalf. Thanks to Québec’s Assistance Measure, people can now obtain official recognition from the Public Curator to support someone safely and legitimately.
A recent measure that deserves greater awareness.
Since the assistance measure only came into effect in 2022, continued efforts were still needed to raise awareness among people likely to benefit from it, as well as among the service providers involved in applying it. Beyond simply knowing the measure exists, audiences also needed to understand its scope and recognize its official nature.
Support shouldn’t feel like a challenge.
Because the Assistance Measure was still relatively new, we needed not only to raise awareness of its existence, but also help people understand concretely how it could simplify their everyday lives. Our challenge: speak both to potential assistants, including caregivers and loved ones, as well as to the service providers expected to apply the measure.
To achieve this, we launched a mass-market campaign built around a light, human and accessible tone. Humour and irony helped make an administrative topic feel simple and memorable, while clearly demonstrating how the Assistance Measure and the Public Registry of Assistants facilitate the official and secure exchange of personal information.
The message also validated the reality experienced by assistants, who are often faced with complex processes, while helping third parties better understand both the role and legitimacy of the measure.
What else?
And the campaign didn’t stop at TV. To maximize awareness of the measure, the rollout continued through radio, digital banners and XTRA content in La Presse+.
The objective: reach as many Quebecers as possible across different media consumption contexts so the measure could become familiar, understood… and most importantly, used. Each touchpoint helped demystify the measure through a tone that remained simple, accessible and grounded in everyday life.
Because ultimately, a useful measure can only make an impact if people know it exists and understand how to use it.
What else?
And the campaign didn’t stop at TV. To maximize awareness of the measure, the rollout continued through radio, digital banners and XTRA content in La Presse+.
The objective: reach as many Quebecers as possible across different media consumption contexts so the measure could become familiar, understood… and most importantly, used. Each touchpoint helped demystify the measure through a tone that remained simple, accessible and grounded in everyday life.
Because ultimately, a useful measure can only make an impact if people know it exists and understand how to use it.
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What if we spoke to the people applying the measure?
To further strengthen recognition of the measure, we also developed an initiative aimed at third parties: customer service employees responsible for applying the Assistance Measure in real-life situations.
Through digital banners and a short online explainer video, we adopted a simple and direct approach, almost tutorial-like in tone. In just 30 seconds, workers could understand how to recognize the measure and apply it in a way that was fully legal and secure.
The objective was clear: reassure, equip and normalize the use of the measure in the field. Because an official measure only becomes truly effective when it is understood both by the people using it and by those responsible for applying it.
What if we spoke to the people applying the measure?
To further strengthen recognition of the measure, we also developed an initiative aimed at third parties: customer service employees responsible for applying the Assistance Measure in real-life situations.
Through digital banners and a short online explainer video, we adopted a simple and direct approach, almost tutorial-like in tone. In just 30 seconds, workers could understand how to recognize the measure and apply it in a way that was fully legal and secure.
The objective was clear: reassure, equip and normalize the use of the measure in the field. Because an official measure only becomes truly effective when it is understood both by the people using it and by those responsible for applying it.
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