CTV BEGINS TEEN VIOLENCE CAMPAIGN
By Adnews Staff
CTV and the broadcast and online properties of its parent company Bell Globemedia have begun a new campaign addressing the issues of teen violence and bullying. The campaign, which broke online on Friday, is tied to the March 11 broadcast of "Tagged: The Jonathan Wamback Story". The movie tells the story of Mississauga teen Jonathan Wamback who was beaten by a gang in June 1999. The online component includes information, resources and links for parents and kids on CTV.ca. A banner ad will direct visitors to a Web site presenting articles on bullying, a quiz based on Canadian statistics and archived video of recent news stories related to teen violence. The campaign's on-air component begins today. It consists of a series of 15-second public service announcements by television and music entertainers including The Barenaked Ladies, Amanda Marshall and Snow. The spots will run until March 18, accompanied by a week of related programming on CTV, talktv, TSN and Discovery Channel. Following the broadcast of "Tagged" a 30-second PSA featuring Wamback and actor Tyler Hynes will air in which Wamback will deliver a personal message. The spot will also promote a 1-800 number for parents and victims of teen violence. The campaign was created in-house.