BIOTECH COUNCIL BREAKS TORONTO TRANSIT SHELTER CAMPAIGN
By Adnews Staff
The Council for Biotechnology Information began a new transit shelter campaign in Toronto yesterday. The campaign, which will run until the end of the month, coincides with the BIO 2002 conference which will take place in Toronto from June 9 to June 12. The advertising is aimed at the 15,000 visitors expected to attend the conference as well as city residents. The campaign consists of three ads which ask a question and direct viewers to a Web site <http://www.whybiotech.com> for an answer. The copy reads, "How a canola plant can save energy," "How does Canada regulate biotech corn," and "How can a cotton plant resist pests?" Ray Mowling, executive director of the council, said that biotechnology is neither a brand nor a product, so generating awareness about the availability of information on the topic is the focus of the council's advertising and communications efforts. The campaign was created by FCB Toronto. Public relations for the council are handled by Biosciences Communications of Mississauga.