"Knowledge Matters" - Television Campaign on the Importance of Advancing Knowledge

    MONTREAL, Oct. 27 /CNW Telbec/ - The Conference of Rectors and Principals
of Quebec Universities (CREPUQ) will broadcast three advertisements on
television for six weeks beginning today, as part of a campaign to enhance
public awareness of the importance of education and knowledge and to develop
Quebecers' pride in their university system. "Our health, security, economic
prosperity and environmental sustainability - civil society overall - depend
on excellence in university education and research", stated CREPUQ President
Heather Munroe-Blum, Principal and Vice-Chancellor of McGill University.
    "Universities are leading contributors to the education of highly
qualified personnel and the advancement of knowledge, essential for
development in a range areas of priority for Quebecers. The advancement of
knowledge will make the difference between stagnation and growth in our
society. It is essential to raise awareness of the importance of the
contribution of university teaching and research to the advancement of
knowledge, and to foster a consensus on the need for a university system that
is excellent by international standards," added Dr. Heather Munroe-Blum.
    The three advertisements demonstrate that without knowledge, it would be
impossible to address Quebecers' concerns about health, education or the
environment. The advertisements will be broadcast throughout Quebec. They can
be viewed on the whyknowledgematters.ca Web site, which was created to support
the campaign. Designed by Publicis, the ads were produced by Cinélande.
Several CREPUQ partners provided the support that made the production and
broadcasting of these ads possible: they are the Quebec government,
Hydro-Québec, Rio Tinto Alcan and Sanofi Aventis.
    Begun last spring with the publication of advertisements in the print
media, the Knowledge Matters campaign will be spread over three years.

    Founded in 1963, CREPUQ is a meeting place for the heads of all Quebec's
universities. It acts as a forum for the exchange of ideas between the
universities, coordinates their action and represents them in dealings with
the government and groups concerned with university education and research.

For further information:

For further information: Daniel Zizian, Director General, (514) 288-8524
ext. 201

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