The Chambre des notaires du Québec faced a significant challenge: many individuals underestimate the importance of legal protection and tend to act reactively rather than proactively.

Legal topics are often perceived as complex and inaccessible, making it difficult to drive awareness and action.

The mandate was to develop a content strategy capable of simplifying these topics, debunking misconceptions, and encouraging proactive behaviors.

Drawing on market trends, media consumption habits and audience profiles tied to notarial services, we developed a multi-platform content strategy designed to showcase the human side of notaries and the tangible value of their advice.

The campaign focused on four key themes: wills and estates, family and relationships, real estate, and business. In total, 11 videos, 5 articles and 3 audio episodes were produced in collaboration with local media partners to deliver educational content tailored to the media habits of the target audiences.

Video format

To reach as many Quebecers as possible, a series of six videos covering the four campaign themes was produced in collaboration with Québecor. Each video featured a notary sharing their professional journey while addressing common myths and frequently asked questions related to their practice. The goal was to demonstrate both the accessibility and expertise of notaries when it comes to legal matters.

Hosted on the Journal de Québec and Journal de Montréal websites and promoted across Québecor’s social media network, the series generated more than 1.4 million views. The accompanying articles were viewed over 69,000 times, surpassing planned page views by 93%. On average, each video reached more than 800,000 unique users.

Written format

To reach a younger audience (ages 25–44), we partnered with 24 heures, a news platform especially popular with this demographic and known for creating content that is easy to consume and understand.

Through a visually driven article, we broke down key considerations couples should keep in mind before making major commitments, such as buying a property together. The article resonated strongly with 24 heures readers, generating more than 27,000 views — exceeding planned page views by 356%, while achieving a cost per page view of just $0.25.

Audio format

Podcast listenership has grown significantly among Quebec audiences in recent years. Capitalizing on this trend, we partnered with the podcast Génération Sidechick (a show positioned as a guide to “surviving your thirties”)  to produce three episodes centered around key topics from the Chambre des notaires du Québec, featuring three notaries as guests.

To extend the campaign’s reach, a series of four snackable video clips was also created and distributed on the podcast’s Instagram page. Click here to listen to one of the episodes.