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Ontario Student Assistance Program begins new campaign

The Ontario Student Assistance Program has begun a new advertising campaign called "Get the monkey off your back." Developed by Cossette, the campaign promotes recent changes to the program that can make students eligible for free tuition or other benefits intended to decrease the financial cost of their education.

The campaign includes a 30-second online video that depicts a student going through a day a high school with an animatronic monkey riding on his back. The monkey is intended to represent the burden of tuition payments for students preparing to enter a college or university. The video ends with the copy, "Worried about paying for your postsecondary education? Get the monkey off your back." It also directs student to the OSAP website.

The video will run online and in Cineplex theatres until April 16, accompanied by out-of-home ads that will run until May 7.

"When you're worried about your tuition and how you're going to pay for it, thinking about it can interfere with everything you try to do," said Peter Ignazi, chief creative officer at Cossette. "But the new OSAP can help lift that burden and monkey off your back."

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