LIFE NETWORK PROMOTES REAL LIFE STORIES
By Adnews Staff
Toronto-based Alliance Atlantis Communications' Life Network is beginning a new campaign to promote its Real Life Stories programming. Created by FCB Toronto, the campaign targets educated, urban women 18 to 49 years of age. It maintains the look of past campaigns with the use of black and white pictures. Billboard and print executions present moments of real life experiences such as weddings and relationships that may not appear as they seem. The creative shows two copies of an image with contrasting headlines. One ad displays a man and woman kissing with the headlines "Marriage working well" and "Or husband working late?" Another shows a mother adjusting the veil of her daughter's wedding dress and the headlines "A mother's pride" and "A mother's relief." The campaign is running in Toronto and Vancouver on billboards and in women's health clubs and locker rooms. Print ads appear in the February issues of consumer magazines such as Canadian Living and Canadian House & Home. An on-air component has also been created using the same headlines and similar images.