You used the word “programmatic”, which we've heard a few times.
As a client, the government must undoubtedly adhere to a policy and a vision and establish why it's purchasing the advertising. However, Angelo's Pizza wants the most bang for its buck, and we can't expect otherwise.
That said, the idea is good. Often interests overlap, and those interests are not always expressed. Without putting anyone on the spot, I want to know whether Le Journal de Québec and Le Journal de Montréal have shown interest in joining the movement you launched yesterday in Montreal.