Stephanie Taylor, Canadian Press, July 7, 2021
The federal government plans to launch a national ad campaign aimed at making more white Canadians knowledgeable about systemic racism.
Launching a public education and awareness campaign is part of the Liberal government’s anti-racism strategy.
That strategy says $3.3-million will be spent on a marketing effort.
Details of what Canadian Heritage is looking for in such a campaign, set to launch later this year, are included in documents posted on the government’s procurement website.
The department says its target audience is “non-racialized Canadian middle-aged adults” – defined as between 30 and 44 years old – living in any rural or urban area.
It specifically points out that includes adults living in places such as Hamilton, Thunder Bay and Quebec, considered to be “racism hot spots” because of the high volume of police-reported hate crimes.
According to the documents, the government wants its audience to be taught about “implicit bias,” and for the campaign to “weave together an emotionally compelling narrative of contemporary Canadian identity and values as antithetical to racism.”