6/6/2022

Work

JuridiQC eases the pressure caused by a loss of autonomy

by Cossette

After focusing on separation and divorce in its last few communications initiatives, JuridiQC is now concentrating on something different—the loss of autonomy among seniors—and asked Cossette to develop an awareness campaign for this new service.

Launched in 2020 by the Société québécoise d’information juridique (SOQUIJ) thanks to financial backing from the Ministère de la Justice du Québec, JuridiQC is a free online service that provides citizens with information, guidance and support for their legal proceedings. The goal of this content platform is to make justice more accessible to all Quebecers.

The new spot (French only) shows how JuridiQC can make difficult but inevitable moments in life a little easier by clearly illustrating the pressure that can result from a loss of autonomy. To recreate this feeling, Cossette and Nova Film had the clever idea to slowly push in the walls on either side of the set, thereby caging the characters in the room.

These TV and web ads are perfectly in keeping with the brand’s tone: caring, positive, credible and—most of all—compassionate.

Empathy is at the core of this initiative. It was crucial for us to understand and consider how seniors and their caretakers may feel to adequately portray these emotions in our creative approach. Our team did a lot of research and talked to different people working in the field before coming up with a concept where our target would feel seen.

Richard Rochette-Villeneuve, Creative Director at Cossette

Cossette created a realistic campaign full of humanity and empathy—two virtues of great importance to JuridiQC, an online service for citizens going through complex emotional situations like a loss of autonomy. In addition to showing the challenges faced by both seniors and their caretakers, it helps citizens to better understand what JuridiQC does and encourages them to get the information they need to deal with these sorts of situations.

Annie Mongeon, Director of the JuridiQC project

Credits

Advertiser

JuridiQC

Agency: Cossette

Creative: Anne-Claude Chénier, Richard Rochette-Villeneuve, Zoé Forest Paradis, Jasmin Brochu Product: Benoît Chapellier, Katharina Gaudreau Production agency: Septième – Joannie Roy

Media agency

Cossette Media

Production house: Nova Film

Director: Pierre Dalpé Sound: Cult Nation – François Bélanger