The Liberal government is preparing an ad campaign especially targeting young Canadians who think that driving under the influence of marijuana is acceptable.
Public Safety Canada is looking for a creative agency to produce spots for the $1.9-million campaign, to be rolled out before recreational cannabis becomes legal next summer.
The ads also aim to “reduce [the] percentage of Canadians that say they would be likely to accept a ride from someone under the influence of marijuana.”
A public tender for creative work on the multimedia campaign – running to March 31, 2018, and possibly four years beyond – was posted this week. The $1.9-million ad buy itself will be handled by Cossette Communications Inc., the federal government’s agency of record, and by AdGear Technologies, Inc., for digital ads.
16 to 24
The primary audience for the campaign on social media, print, radio and