CANADIAN FORCES CAMPAIGN FOR RECRUITS
By Adnews Staff
The Canadian Forces have undertaken a new national recruitment advertising campaign in an attempt to increase public awareness of the Canadian Forces as an employment option. The first component of the campaign includes theatre ads promoting the Canadian Forces in general, the navy and the army reserve. Initially the bilingual ads will be seen in Cineplex Odeon theatres. The 60- and 90-second spots will also appear in Famous Players and AMC theatres later this summer. Also, television advertising will break later this summer on specialty and conventional channels. The TV executions are shorter versions of the cinema ads. Print ads to appear in newspapers and magazines are currently being developed and will break this fall. According to the Department of National Defense, the ads were developed following research with Canadian youth and are designed to highlight a number of key values that are important to both Canadians and members of the Canadian Forces. Additional activities to raise awareness of the Canadian Forces and promote recruitment include a new Web site at <http://www.forces.ca>, recruiters at public events across the country this summer and visits to schools during the school year. Advertising for the Canadian Forces recruitment campaign was created by Groupaction of Montreal.