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By Steve Lambert The Canadian Press
Sun., Aug. 30, 2020 timer 2 min. read
WINNIPEG– Manitoba’s COVID-19 numbers were as soon as the envy of most other provinces, but there have actually been several outbreaks in recent weeks, and the government is having to modify its six-figure ad campaign.
The campaign, when focused on economic healing, is becoming more about health precautions.
At one point in July, Manitoba had flattened its infection curve so much that there was only one recognized active case. That stood in sharp contrast to every other province west of New Brunswick.
Winnipeg used to be the website for a reduced Canadian Football League season (which never went on) and the federal government introduced advertisements on billboards, social networks and elsewhere with the message: “Ready. Safe. Grow.”
The ads, with an estimated budget plan of $425,000 this year, directed people to a site which contained some health details, however focused largely on what organisations might do to land new agreements and get access to support programs.
The landscape altered as COVID-19 clusters broke out in Winnipeg, Brandon, and a couple of Hutterite nests. By Friday, Manitoba depended on 418 active cases.
While some physical signboards have yet to alter, electronic ones in recent days have actually been switched out to include a brand-new “Know The Facts” slogan, along with photos of recently adopted colour codes– red, orange, yellow and green– to signify different levels of constraints that can be imposed if case numbers rise.
Most of the province is under the yellow code, with a few restrictions. However the Grassy field Mountain health area was just recently bumped to orange status, which has stricter limitations on public gatherings and needs masks to be used in public locations. Some billboards in the area now bear a large orange symbol and the word “restricted.”
The ads continue to indicate the federal government’s websites about economic programs, however the page starts with a description of the colour codes and limitations in place.
When the project initially began, the Opposition New Democrats said it neglected health issues and was a premature taxpayer-funded triumph lap for Premier Brian Pallister’s Progressive Conservative government. Even the revamped one is using dollars that might be much better invested somewhere else, the NDP has actually recommended.
” The premier does not get it. Costs … cash on billboards not does anything to make schools safe, secure workers or assist companies stay open,” NDP legislature member Mark Wasyliw said in a written declaration Friday.
The government states the billboards serve an important purpose and are adaptable to changing circumstances.
” The campaign has been designed to be flexible. Digital billboards, social networks marketing and other components of the project will have the ability to adapt as the situation in the province progresses,” Blake Robert, the federal government’s media relations director, wrote in an email.
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” With the change to the restricted level in Grassy field Mountain health area, for example, digital billboards and online advertising has been altered to highlight the pandemic action system.”
The advertising campaign likewise consists of radio advertisements including the voice of primary public health officer Dr. Brent Roussin. The advertisements remind people to take safety measures such as cleaning hands and keeping two metres distance from others.
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