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TVO breaks Changing the Conversation campaign

Toronto-based public television channel TVO began an awareness campaign called "Changing the Conversation" yesterday based on the concept that Ontario residents are seeking more thought-provoking topics of conversation. The initiative, which is intended to promote the channel's fall line-up of documentary programming, began with a series of water coolers installed in two Toronto office buildings. Each water cooler poses a question related to one of the channel's programs. The campaign will also include a 30-second television commercial, transit posters, elevator wraps and banner ads on news, arts and entertainment websites. "TVO's new campaign is driven by our purpose to inform, inspire and empower all Ontarians to more fully engage with the world around them, so we are focusing on the water cooler, an icon of impromptu chit-chat, to demonstrate how TVO seeks to change the conversation through its programming," said Steve Rayment, marketing director at TVO.

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