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Canadian Doctors for Protection from Guns break campaign

Advocacy organization Canadian Doctors for Protection from Guns has begun a new advertising campaign called “Canadians Are Not Bullet Proof.” Developed pro bono by Anderson DDB Health & Lifestyle, the initiative is intended to raise awareness of gun violence in Canada. It also encourages consumers to contact their political representatives to request action on the subject. The national campaign consists of television, online video, print, radio, web banner and out-of-home advertising, as well as email communications, social media content and a website at <>. It will run until the end of January. The creative features images of typically Canadian objects, such as a hockey puck and a bottle of maple syrup, being pierced by bullets in slow motion.

“The incidents of gun violence are increasing in Canada,” said Kevin Brady, president of Anderson DDB Health & Lifestyle. “Guns are not only killing people, but they’re killing Canada’s culture and reputation for being a safe place to live. The campaign is a passion project of the agency, led by concerned staff who recognized a rare opportunity to lend our expertise and resources to create breakthrough communications that could potentially save lives.”

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