In the 1960s, Qu茅bec underwent a significant cultural and political transformation: the Quiet Revolution. Education and health care were secularized, professionalized, and centralized. With the establishment of publicly funded medical insurance in 1969, the care of dying persons shifted from the home to the hospital. Death rituals such as the visitation wake in the front parlour of a home and long processions to the graveyard disappeared and became the subject of societal nostalgia, such as depicted in the film 鈥淢on Oncle Antoine鈥�.
COLOURS
The aesthetic of the cards of this period is more subdued. Colours are often calming pastels or neutral, such as soft blues, greens, and muted purples, conveying a comforting message. Vibrant colours such as red, yellow, or bright orange often found in floral images are generally not present.
SYMBOLS
Flowers continue to be a common symbol, especially forget-me-nots which symbolize purity, love, and remembrance. Illustrations become simpler and less ornate. Pastoral scenes are common, suggesting a peaceful transition rather than an end.
PRINTED TEXT
Printed texts allow people to express sympathy without having to find their own words. They also make it easier to avoid speaking about death. While explicitly religious symbols are less common, abstract or subtle representations like beams of light, and sunsets on calm waters hint at spiritual hope. Printed texts become shorter, less formal, and secular, focusing on personal comfort rather than religious or traditional expressions. Phrases such as 鈥淢ay Memories Bring You Comfort鈥� are more frequent, reflecting a growing emphasis on personal empathy. The text tends to be brief, direct, and worded to comfort those with various beliefs and experiences.
HANDWRITTEN MESSAGES
By the 1970s, it is more common for people to personalize sympathy cards with handwritten messages; despite this, most cards still had only signatures. When messages are written, they tend to reiterate the message printed on the card or to express personal memories of the deceased.
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