CANADIAN RACE RELATIONS FOUNDATION SAYS "SEE PEOPLE FOR WHO THEY REALLY ARE"
By Adnews Staff
The Canadian Race Relations Foundation of Toronto, in partnership with community, business and labor partners, is launching what it calls the largest anti-racism campaign of its kind in Canadian history. The national campaign involves more than 20 partners including Bank of Montreal, Canadian Teachers' Federation and Canadian Auto Workers. The budget for the campaign, which launches at the beginning of November, is currently $780,000. The "See People for Who They Really Are. Unite Against Racism" campaign is comprised of two phases. The first phase will run until March 31, 2000 and will include 30- and 60-second television spots, radio ads, direct mailings to schools, businesses and labor groups, posters, stickers, a study guide and a 30-minute video. All print and branding creative has been done by Pivot Design of Toronto. Video artists from across Canada have been commissioned by the campaign to create the television spots. A parallel campaign, set to launch in December, will run in the Quebec market. The second phase of the campaign will launch in the fall of 2000 and will involve putting together program segments of a series of shows on the fight against racism. The possibility of putting together a CD is also being considered. Campaign director Gail Picco said the target audience for this campaign is adult Canadians. The campaign will tackle racial stereotypes and call on Canadians to unite in the fight against racism, said Moy Tam, executive director of the foundation.