MEDIACOM AND HARROD & MIRLIN/FCB TEAM UP FOR YOA CAMPAIGN
By Adnews Staff
The Young Offenders Act is the focus of a new outdoor campaign from Toronto-based Mediacom Inc. and ad shop Harrod & Mirlin/FCB. The national transit shelter ad campaign began yesterday and runs for eight weeks. Three different executions are being used in an effort to encourage people to think about changing the act. Each ad depicts a birth certificate for a John Doe born in 1983 with captions including "this certificate entitles the murderer to conceal his identity" and "this certificate entitles the rapist to light sentencing." Mediacom approached Harrod & Mirlin/FCB to work on the account pro bono in support of the Wamback family. Jonathan Wamback was attacked in June of 1999 by several young offenders. His family has been pushing for changes to the act. According to Kim Warburton, Mediacom's director of marketing, the company became involved when an online petition in suport of the Wambacks' cause reached them. Mediacom donated the shelter space.