Quebec launches a second advertising campaign promoting vaccination of children

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Quebec is launching the second part of its ad campaign promoting COVID-19 vaccination for young children on Sunday.

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The ads, distributed on television, online and in print, aim to remind parents of the benefits of vaccination, significantly reducing the risk of transmitting the virus to families and close contacts.

In the 30-second video, a girl is surrounded by friends and family as she blows out the candles on her seventh birthday cake, a boy jumps into the arms of an older person, and children play hockey in an alley.

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Set to dramatic music and punctuated by children making faces at the camera, the ad ends with the tagline “Beware, COVID-19.”

This second wave of ads targets humor more than previous videos with scientist and television personality Martin Carli.

That first ad, released Wednesday as the vaccination campaign for younger children began, showed Carli speaking to the camera and explaining the effectiveness of the vaccine.

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As of Friday, the Health Ministry said 29,876 children between the ages of five and eleven had received a first dose, equivalent to five percent of that age group.