Media Centre > News Releases > Archive > 1996 > March 28, 1996

Broadcasters boost nationwide anti-violence campaign to next level

OTTAWA, March 28, 1996 - Deputy Prime Minister and Canadian Heritage Minister Sheila Copps today joined senior broadcasters and hundreds of private radio and television stations to launch 'Violence - You Can Make a Difference', a massive new national campaign to encourage Canadians to take action against violence.

"Thousands of spots aired by broadcasters in last year's 'Speak Out Against Violence' campaign made Canadians more aware that violence makes victims of us all and that we can all be part of the solution," said Michael McCabe, President of the Canadian Association of Broadcasters (CAB). "Today, we're taking that successful initiative to the next logical level."

He said the dramatic new radio and television spots focus specifically on violence against women, violence against children and media literacy.

Unique to the campaign is a series of user-friendly printed 'Tips for Action Against violence' that expand on the broadcast messages. Developed by the CAB in conjunction with specialists, the tips will be widely distributed by community organizations. Broadcasters will expand on the tips through special programming and community initiatives.

Federal government partners funded production of the 1996 'Violence: You Can Make a Difference' spots and helped shape the campaign's concept and objectives. Participating departments are Canadian Heritage, Health Canada, Justice Canada, Status of Women Canada, Human Resources Development Canada, National Defence, and the Royal Canadian Mounted Police.

Other partners are CFTM-TV, Toronto; CJVB, Vancouver; CTV Network; Broadcast News Limited; Pelmorex Radio Network; Nouvelles TŽlŽ Radio, and the Canadian Association of Broadcast Representatives. Cossette Communication-Marketing contributed hundreds of hours to the project.

The CAB's broad 'Action Plan Against violence' includes a tough Violence Code, self-regulation under the Canadian Broadcast Standards Council, and the effective internal anti-violence measures many stations have had for years.

'Violence: You Can Make a Difference' is the latest broadcast/government initiative under the CAB's umbrella 'On-Air for Canada' program. Previous award-winning campaigns have promoted racial harmony and prodded Canadians to talk to each other about their country's future. Broadcasters contributed over $10.6 million to the 1994/95 'Speak Out Against Violence' initiative.

CAB represents the vast majority of Canada's advertising-supported, local serving radio and television stations.

Contact:

Susan Tolusso
Director, Communications
(613) 233-4035 ext. 331
(stolusso@cab-acr.ca)