Montréal - This month, the Autorité des marchés financiers (the "AMF") is launching a new financial awareness campaign featuring two well-liked media personalities and their popular TV shows: Julie Snyder (Le Banquier) and France Beaudoin (En direct de l'univers). The ads, which focus mainly on the importance of asking questions about financial products and services, also encourage consumers to visit the AMF website.

This campaign is in response to certain weaknesses noted in the findings of the AMF Index, a study about Quebeckers' financial behaviours. "We hope that this campaign will help consumers realize that they can be more vigilant about their personal finances by adopting a few basic behaviours," said Louis Morisset, AMF President and CEO. "The campaign's innovative and novel approach will help us reach our financial education goals, especially raising awareness about the importance of greater vigilance and empowering consumers to make sound financial decisions.

A campaign that builds on two innovative concepts
A would-be promo about En direct de l'univers aired on ICI Radio-Canada Télé draws a parallel between how easily host France Beaudoin asks guests questions and how simple it is for investors to ask a few basic questions about personal finances. The promo will run during the program as well as during Radio-Canada's prime-time TV schedule.

On the TVA network, Julie Snyder will present theme-based messages during the current season of the show Le Banquier. The capsules will air during a dedicated program break, and a generic capsule will air at various times during TVA's programming schedule.

The AMF's awareness campaign will run from early October until the end of December 2014.

About the AMF
The Autorité des marchés financiers (the "AMF") is the regulatory and oversight body for Québec's financial sector.

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