The Government of Canada spent $75.2 million on advertising in 2013-2014.
During 2013-2014, the government launched campaigns to address important economic and social issues arising from the use of mobile technology and new media. In response to public discussion about competition in the wireless market, Industry Canada launched the More Choices campaign to ensure Canadians had the facts about Government of Canada telecommunications policy and the measures introduced to deliver cutting edge technologies to Canadian families at affordable prices. Public Safety Canada developed the Anti-Cyberbullying campaign to inform Canadians of the new Criminal Code offence prohibiting the nonconsensual distribution of intimate images over the Internet. Hard-hitting television and online advertisements also encouraged parents and youth to intervene early to stop cyberbullying.
Three campaigns continued in 2013-2014. Health Canada sustained efforts to encourage people from all walks of life to take an active role in protecting themselves and their families. The Protecting the Health and Safety of Canadians campaign, now in its 4th year, employed a mix of traditional and digital media to relay information on product safety and recalls, safe food handling, injury prevention, immunization and positive steps for a healthy pregnancy. The Services to Newcomers campaign from Citizenship and Immigration Canada highlighted government measures to create a fast and flexible immigration system, including simplifying the process to recognize the credentials of foreign workers and introducing super visas to speed-up family reunification. And, Veterans Affairs Canada launched its annual Remembrance Campaign to encourage Canadians to honour the men and women who made the ultimate sacrifice for Canada by getting actively involved in remembrance activities.
A new whole-of-government web fund was established at Public Works and Government Services Canada to facilitate the rapid placement of digital advertisements, for departments, on major government announcements and emerging issues. For example, campaigns about Canada's wireless policy, the signing of the Comprehensive Economic and Trade Agreement (CETA), and federal funding for athletes as a lead-in to the 2014 Olympic Games in Sochi were managed through this mechanism.
Finally, Canadians were informed of the various measures and programs available in the Economic Action Plan to stimulate jobs and growth and increase Canada's long-term prosperity. Through campaigns such as, Employment and Social Development Canada's Better Jobs, Canada Revenue Agency's Tax Savings and Natural Resources Canada's Responsible Resource Development, Canadians learned about various employment support programs and tax relief measures, as well as initiatives to strengthen regulations to control the development of Canada's natural resources and to safeguard the environment.
Advertising activities and costs for fiscal year 2013-2014 are documented in this twelfth Annual Report on Government of Canada Advertising Activities.
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