TORONTO – VisionTV today launched a new advertising campaign that celebrates diversity as one of this country’s most valuable assets.
The campaign, themed "Many beliefs. One strong nation," consists of seven 30-second on-air spots produced by VisionTV’s Marketing & Communications team. It also includes print advertising and a Web component.
The spots, adapted from the VisionTV interview series Credo, feature prominent Canadians such as actor Tonya Lee Williams, chef Susur Lee, architect Douglas Cardinal and author Ken Wiwa speaking about the beliefs that guide them.
Toronto-based Alisdair Jones Designs created the animation for the campaign (www.visiontv.ca/Diversity/index.htm).
"We wanted to underline the fact that men and women of many different beliefs and backgrounds can and do proudly call themselves Canadian," said Bill Roberts, president and CEO of VisionTV, Canada’s multi-faith and multicultural television network.
"At a time of growing cultural and religious conflict, many people in Western countries have begun to question the desirability of creating multicultural societies," said Mr. Roberts. "We believe it’s important to stand up for this principle and affirm that diversity can be a source of great strength.
"To have built a country like Canada, where people of many different spiritual traditions manage to share common values: this is something to be proud of."
The spots are scheduled to begin airing on VisionTV today. Upcoming newspaper ads in the Vancouver and Ottawa markets will support the on-air component.
