Marketing Canadian euthanasia as a soft and comforting choice

One of Canada’s best-known fashion retailers, based in Quebec The Simon House, launched an advertising campaign based on euthanasia. A three-minute video on YouTube, backed by one-minute and 30-second versions, as part of the company’s “Everything is Beauty” marketing strategy, depicts a 37-year-old woman named Jennyfer as she preparing for “medical assistance in dying”. ”.

It opens to an empty hospital room. “Dying in the hospital is not what is natural, it is not what is sweet. In times like these you need sweetness,” she says. He shows her on a beach and in a forest, always surrounded by a crowd of friends. There are giant luminescent floating creatures – jellyfish and a whale – cheesecake, candles and giant glyphs etched in the sand. The camera work is breathtaking .

“I’ve spent my life filling my heart with beauty, nature, connection,” she says. “So I chose to fill my final moments with the same.”

The video ends with the words “For Jennyfer: June 1985 to October 2022”, then “Everything is beauty” with a small Simons logo below.

The man behind the video is Paul Simon, who has just left his position as CEO to become the main merchant of his company, the oldest family business in Canada. He explains his marketing strategy in a companion video. “We are a company that values ​​community, connection and compassion,” he explains. “The events of recent years have shown us how important and necessary these values ​​are in our world today.

“[We] made the brave choice to use the privilege of our voice and our platform to create something meaningful, something less about commerce and more about connection,” he says.

As a Canadian marketing website notes, “The trend for marketers to speak out on important social issues has been taken to a new level,” with the “Everything is Beauty” campaign. It is bound to be controversial.

As Mr. Simons applauds euthanasia as a beautiful choice, stories are beginning to appear in Canadian media about people with mental illness who feel pressured to choose MAID because they have no choice. .

Mitchell Tremblay, 40, suffers from severe depression, anxiety, alcoholism, personality disorders and continual suicidal thoughts. He is unemployed and poor. He is eager to qualify for MAID. “You know what your life is worth to you. And mine is worth nothing.” he told CTV News.

About Norman Griggs

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