Globe and Mail promotes DNA article series
The Globe and Mail conducted a street promotion in Toronto and Vancouver yesterday in support of a new series of articles about genome sequencing. Promotional workers dressed in lab coats distributed licorice strands and postcards to commuters, asking them if they would be willing to share their DNA for the common good. They also directed consumers to an online game at <http://www.ourtimetolead.ca>. The campaign also included digital billboard advertising, online, transit and print ads, social media activities and public relations. The street promotion was managed by Free for All Marketing. Video creative was developed by Naked Creative. Media buying was handled by Gaggi Media. Public relations are being conducted by Environics Communications. All of these agencies are based in Toronto. "Our Time to Lead continues to stimulate conversation and debate, and in this series, The DNA Dilemma, we're asking Canadians to weigh in on the risks and potential rewards of DNA mapping and how that might change their future," said John Stackhouse, editor-in-chief of The Globe and Mail. "We've brought this series to life through personal stories, online debates and medical and scientific insight. Over the next two weeks, we'll help Canadians understand the impact and opportunities of sharing their DNA, for their benefit and for that of the larger good."