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Les annonces gagnantes ont été diffusées dans les salles de cinéma avant la présentation du film principal. Le concours, qui a été annoncé dans une variété de médias, y compris à la télévision, sur Internet, dans les cinémas et les boutiques de CD, a attiré 10 000 inscriptions.
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The potential effectiveness of a broad-scale media effort was demonstrated through the TDRS. As part of social marketing initiatives under the TDRS, Health Canada issued a "Challenge to Youth" which invited 13- to 19-year-olds to submit a 20-second tobaccofree message by calling a toll-free number. The winning ads were played in movie theatres prior to feature movies. The contest was promoted through a variety of media outlets, including television, the Internet, theatres and CD stores, resulting in 10,000 entries.
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