Courageous Conversations

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Description

A year and a half after the release of the "Stop Overdose BC" campaign, the BC Government Communications & 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.

Contributor

Captus Advertising Art Director, Jacky Phua

Date

2019-01-09

Rights

Copyright © 2021, Province of British Columbia. All Rights Reserved.

Language

Location

Citation

BC Ministry of Mental Health and Addictions, “Courageous Conversations,” Anti-Stigma Archive, accessed July 13, 2024, http://antistigma.info/items/show/3.

Campaign Relations

This Adapts Campaign: Stop Overdose BC