CAAST BEGINS TRUCE CAMPAIGN IN QUEBEC
By Adnews Staff
The Canadian Alliance Against Software Theft will begin a campaign called "Truce" in Montreal and Quebec City on March 1. The one-month campaign will encourage companies to acquire licenses for illegally installed software without penalties. A direct mail piece, created by Go Direct Marketing, will go out to 17,000 small and medium-sized businesses. It will be supported by radio advertising from J. Walter Thompson and public relations from Hill & Knowlton. The media planning and buying was done by Excelerator Media. Also, special areas at <http://www.caast.org> and <http://www.accvl.org> have been created and two toll-free lines established. This will be CAAST's third campaign in Canada. Past efforts have covered the cities of Vancouver, Calgary, Edmonton, Winnipeg, Barrie, Hamilton, Kingston, Kitchener, London, Toronto and Ottawa.