It is true that Hydro-Québec belongs to Quebecers. In fact, 75% of our net profits are returned to the Québec government and are used to pay for public services, such as textbooks.
Thanks to collectively choosing hydropower, all Quebecers enjoy the lowest residential electricity rates in North America.
There is a cost associated with supplying electricity, just like there is for any other service (cable, natural gas, etc.). It is thus normal that consumers pay for the services they use.
Finally, the campaign expenses fall under Hydro-Québec’s annual advertising budget and will have no impact on rates.