<rdf:RDF xmlns:rdf="http://www.w3.org/1999/02/22-rdf-syntax-ns#" xmlns:dcterms="http://purl.org/dc/terms/">
<rdf:Description rdf:about="http://antistigma.info/items/show/7">
    <dcterms:title><![CDATA[End Stigma (Health Canada)]]></dcterms:title>
    <dcterms:description><![CDATA[By emphasizing their relationships, friends and family (actors) of overdose decedents convey the message, &quot;I never thought drugs would impact someone close to me&quot; (their daughter, husband, friend). As they grieve the loss of this person, they reflect on the stigma and shame associated with substance use. In the first rollout of this campaign, Health Canada produced 4 posters with the concluding tagline, &quot;This story could be yours.&quot;]]></dcterms:description>
    <dcterms:creator><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=39&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Health+Canada">Health Canada</a>]]></dcterms:creator>
    <dcterms:source><![CDATA[<iframe width="560" height="315" src="https://www.youtube.com/embed/inDI06DXVjg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="allowfullscreen"></iframe><br /><br /><br /><strong>'Stigma' landing page</strong>: <a href="https://www.canada.ca/en/health-canada/services/opioids/stigma.html" target="_blank" rel="noopener">https://www.canada.ca/en/health-canada/services/opioids/stigma.html</a>]]></dcterms:source>
    <dcterms:date><![CDATA[2019-06-21]]></dcterms:date>
    <dcterms:rights><![CDATA["<a href="https://www.canada.ca/en/health-canada/services/video/end-stigma-campaign.html">End Stigma</a>" by <a href="https://www.canada.ca/en/services/health.html" target="_blank" rel="noopener">Health Canada</a> is licensed under <a href="https://creativecommons.org/licenses/by-nc-nd/4.0/" target="_blank" rel="noopener">CC BY-NC-ND</a>.]]></dcterms:rights>
    <dcterms:relation><![CDATA[In February 2021, Health Canada uploaded a video entitled &quot;End the stigma&quot; (linked here) that appears to be a continuation of this 2019 campaign (a second rollout), as it features the same stock footage actors. This ad was likely more widely distributed.]]></dcterms:relation>
    <dcterms:format><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=42&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Social+Marketing">Social Marketing</a>]]></dcterms:format>
    <dcterms:language><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=44&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=English">English</a>]]></dcterms:language>
    <dcterms:type><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=51&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Images+and+Messages">Images and Messages</a>]]></dcterms:type>
    <dcterms:type><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=51&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Dramatized+Story">Dramatized Story</a>]]></dcterms:type>
    <dcterms:coverage><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=38&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=National">National</a>]]></dcterms:coverage>
    <dcterms:audience><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=89&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=General+Public">General Public</a>]]></dcterms:audience>
</rdf:Description><rdf:Description rdf:about="http://antistigma.info/items/show/5">
    <dcterms:title><![CDATA[Flood: The Overdose Epidemic in Canada]]></dcterms:title>
    <dcterms:subject><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=49&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Overdose+Crisis">Overdose Crisis</a>]]></dcterms:subject>
    <dcterms:description><![CDATA[Highlighting the "province-to-province grassroots initiatives [that] provide harm reduction services, prevent overdoses, and reverse overdoses when they happen", this documentary addresses the stigma around substance use disorder. It narrows its focus on five Canadian provinces: Ontario, Quebec, Manitoba, British Columbia, and Alberta.<br /><br />*talks to a lot of activists, including doctors; structural interventions/legalizations/safe supply*]]></dcterms:description>
    <dcterms:creator><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=39&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=%3Ca+href%3D%22https%3A%2F%2Ffirstgearproductions.ca%2Fchannel%2F%22+target%3D%22_blank%22+rel%3D%22noopener%22%3EFirst+Gear+Productions%3C%2Fa%3E"><a href="https://firstgearproductions.ca/channel/" target="_blank" rel="noopener">First Gear Productions</a></a>]]></dcterms:creator>
    <dcterms:source><![CDATA[<br /><iframe width="560" height="315" src="https://www.youtube.com/embed/zdNxcRutMmc" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="allowfullscreen"></iframe>]]></dcterms:source>
    <dcterms:source><![CDATA[<a href="https://caughtintheflood.com/" target="_blank" rel="noopener">https://caughtintheflood.com/</a>]]></dcterms:source>
    <dcterms:date><![CDATA[2019-07-09/2020-07-22]]></dcterms:date>
    <dcterms:rights><![CDATA["<a href="https://caughtintheflood.com/" target="_blank" rel="noopener">Flood: The Overdose Epidemic in Canada</a>" by <a href="https://firstgearproductions.ca/" target="_blank" rel="noopener">First Gear Productions</a> is licensed under <a href="https://creativecommons.org/licenses/by-nc-nd/4.0/" target="_blank" rel="noopener">CC BY-NC-ND 4.0</a>.]]></dcterms:rights>
    <dcterms:format><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=42&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Longer+Documentary">Longer Documentary</a>]]></dcterms:format>
    <dcterms:language><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=44&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=English">English</a>]]></dcterms:language>
    <dcterms:type><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=51&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Curated+Stories">Curated Stories</a>]]></dcterms:type>
    <dcterms:coverage><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=38&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=National">National</a>]]></dcterms:coverage>
    <dcterms:audience><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=89&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=General+Public">General Public</a>]]></dcterms:audience>
</rdf:Description><rdf:Description rdf:about="http://antistigma.info/items/show/3">
    <dcterms:title><![CDATA[Courageous Conversations]]></dcterms:title>
    <dcterms:subject><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=49&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Overdose+Crisis">Overdose Crisis</a>]]></dcterms:subject>
    <dcterms:description><![CDATA[A year and a half after the release of the "Stop Overdose BC" campaign, the BC Government Communications &amp; Public Engagement agency (GCPE) enlisted the help of a multicultural ad agency, Captus Advertising, to adapt the campaign for ethnic audiences. Captus Advertising, however, concluded that the campaign could not be adapted because of cultural incongruence, so it developed a new but related campaign to resonate with the collectivist and family-oriented cultural values of Asian audiences. The campaign stressed the importance of listening as "one of the best ways to help [those who struggle with drug use]" (see image). This campaign had two phases consisting of print, digital, and radio ads.]]></dcterms:description>
    <dcterms:creator><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=39&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=BC+Ministry+of+Mental+Health+and+Addictions">BC Ministry of Mental Health and Addictions</a>]]></dcterms:creator>
    <dcterms:source><![CDATA[<strong>Link to Campaign Case Study by Captus Advertising:</strong><br /><a href="https://www.captusad.com/2020/06/16/overdose-campaign-case-study/" target="_blank" rel="noopener">https://www.captusad.com/2020/06/16/overdose-campaign-case-study/</a><br /><br /><strong>Link to Campaign</strong> <strong>Materials:</strong><br /><a href="https://www.stopoverdose.gov.bc.ca/theweekly/resources-punjabi-SC-and-TC" target="_blank" rel="noopener">https://www.stopoverdose.gov.bc.ca/theweekly/resources-punjabi-SC-and-TC</a>]]></dcterms:source>
    <dcterms:date><![CDATA[2019-01-09]]></dcterms:date>
    <dcterms:contributor><![CDATA[Captus Advertising Art Director, <a href="https://www.captusad.com/jacky-phua/" target="_blank" rel="noopener">Jacky Phua</a>]]></dcterms:contributor>
    <dcterms:rights><![CDATA[Copyright © 2021, Province of British Columbia. All Rights Reserved.]]></dcterms:rights>
    <dcterms:format><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=42&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Social+Marketing">Social Marketing</a>]]></dcterms:format>
    <dcterms:language><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=44&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Punjabi">Punjabi</a>]]></dcterms:language>
    <dcterms:language><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=44&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Chinese">Chinese</a>]]></dcterms:language>
    <dcterms:type><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=51&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Images+and+Messages">Images and Messages</a>]]></dcterms:type>
    <dcterms:coverage><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=38&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Specific+Community">Specific Community</a>]]></dcterms:coverage>
    <dcterms:audience><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=89&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Family%2FFriends+of+PWUD">Family/Friends of PWUD</a>]]></dcterms:audience>
</rdf:Description><rdf:Description rdf:about="http://antistigma.info/items/show/2">
    <dcterms:title><![CDATA[In Plain Sight]]></dcterms:title>
    <dcterms:subject><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=49&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Opioid+Crisis">Opioid Crisis</a>]]></dcterms:subject>
    <dcterms:description><![CDATA[Between May and August of 2019, Health Canada released an 8-episode podcast series on Apple Podcasts, Google Podcasts, and their own website that "explores the personal stories of people affected by the opioid crisis"; a crisis that is happening "in plain sight". Included in this series were people in recovery (Charlotte, Darryl, Mélissa, Kirk, Stéphane), a service provider (Elsa), and a family of overdose decedents (Amy, Donna). Three episodes (Mélissa, Elsa, and Stéphane) contain French audio with English transcripts.]]></dcterms:description>
    <dcterms:creator><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=39&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Health+Canada">Health Canada</a>]]></dcterms:creator>
    <dcterms:source><![CDATA[<a href="https://www.canada.ca/en/health-canada/services/opioids/toolkit/in-plain-sight.html" target="_blank" rel="noopener">https://www.canada.ca/en/health-canada/services/opioids/toolkit/in-plain-sight.html</a>]]></dcterms:source>
    <dcterms:date><![CDATA[2019-05/2019-08]]></dcterms:date>
    <dcterms:rights><![CDATA["<a href="https://www.canada.ca/en/health-canada/services/opioids/toolkit/in-plain-sight.html" target="_blank" rel="noopener">In Plain Sight</a>" by <a href="https://www.canada.ca/en/services/health.html" target="_blank" rel="noopener">Health Canada</a> is licensed under <a href="https://creativecommons.org/licenses/by-nc-nd/4.0/" target="_blank" rel="noopener">CC BY-NC-ND</a>.]]></dcterms:rights>
    <dcterms:format><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=42&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Web-based+Only">Web-based Only</a>]]></dcterms:format>
    <dcterms:language><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=44&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=English">English</a>]]></dcterms:language>
    <dcterms:language><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=44&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=French">French</a>]]></dcterms:language>
    <dcterms:type><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=51&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Curated+Stories">Curated Stories</a>]]></dcterms:type>
    <dcterms:coverage><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=38&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=National">National</a>]]></dcterms:coverage>
    <dcterms:audience><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=89&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=General+Public">General Public</a>]]></dcterms:audience>
</rdf:Description><rdf:Description rdf:about="http://antistigma.info/items/show/1">
    <dcterms:title><![CDATA[Stop Overdose BC]]></dcterms:title>
    <dcterms:subject><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=49&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Overdose+Crisis">Overdose Crisis</a>]]></dcterms:subject>
    <dcterms:description><![CDATA[This anti-stigma campaign was developed by BC&#039;s Ministry of Mental Health and Addictions and launched in January 2018. The social marketing campaign&#039;s materials included two TV spot PSAs, an initial roll-out of four posters/social media ads (coloured backgrounds) and a follow-up campaign refresh that slightly changed poster wording and added an additional poster (&quot;Uncle&quot;). The campaign was heavily promoted through partnerships with provincial transit authority Translink (i.e. large posters on bus stops and at train stations) and through two major sports teams the Vancouver Canucks and BC Lions (e.g. promotion at sporting events, posters on the exterior of sports arenas). ]]></dcterms:description>
    <dcterms:creator><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=39&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=BC+Ministry+of+Mental+Health+and+Addictions">BC Ministry of Mental Health and Addictions</a>]]></dcterms:creator>
    <dcterms:source><![CDATA[The landing page is no longer campaign-specific.<br /><a href="https://www.stopoverdose.gov.bc.ca/">https://www.stopoverdose.gov.bc.ca/</a>]]></dcterms:source>
    <dcterms:date><![CDATA[2018-01-01]]></dcterms:date>
    <dcterms:contributor><![CDATA[<a href="https://tractioncreative.com/" target="_blank" rel="noreferrer noopener">Traction Creative Communications</a>, Art Director &amp; Designer <a href="http://katemarlowe.ca/portfolio/stop-overdose-bc/" target="_blank" rel="noreferrer noopener">Kate Marlowe</a>]]></dcterms:contributor>
    <dcterms:rights><![CDATA[Copyright © 2021, Province of British Columbia. All Rights Reserved.]]></dcterms:rights>
    <dcterms:relation><![CDATA[MMHA produced at least two follow-up campaigns that were broadly related to &quot;Stop Overdose&quot; and targeted specific groups (Punjabi and Chinese speaking communities, Men). At least five campaigns in Ontario were based broadly on the creative concepts developed for this campaign (e.g. use of the &quot;People who use drugs are real people&quot; tag line and presenting stock images alongside words denoting relational roles)]]></dcterms:relation>
    <dcterms:format><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=42&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Social+Marketing">Social Marketing</a>]]></dcterms:format>
    <dcterms:language><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=44&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=English">English</a>]]></dcterms:language>
    <dcterms:type><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=51&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=Images+and+Messages">Images and Messages</a>]]></dcterms:type>
    <dcterms:coverage><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=38&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=State%2FProvincial">State/Provincial</a>]]></dcterms:coverage>
    <dcterms:audience><![CDATA[<a href="/items/browse?advanced%5B0%5D%5Belement_id%5D=89&advanced%5B0%5D%5Btype%5D=is+exactly&advanced%5B0%5D%5Bterms%5D=General+Public">General Public</a>]]></dcterms:audience>
</rdf:Description></rdf:RDF>
