Two CWA Canada Locals had a message they needed to get out to their communities struggling with a public health crisis so they turned to advertising to do just that.
The Ottawa Newspaper Guild, which represents workers at The Ottawa Citizen, Ottawa Sun and CTV Ottawa, devised a campaign that would emphasize the importance of local news and the journalists who deliver it.
“These are unprecedented and difficult times for journalists like us and we wanted to let the community know that we … are doing our best to bring them the news they need during the COVID-19 pandemic. We’re proud of the work we do,” the ONG said in a message to members.
The campaign kicked off at the end of May with full-page ads in the two newspapers. That was followed by smaller ads placed on the papers’ websites. A TV spot, featuring video clips of journalists from the three news organizations, aired for two weeks on CTV Ottawa.
The ONG took its inspiration from Local 30400, the Media and Communications Workers of Alberta. It had earlier placed ‘Local News Matters’ print ads in the two newspapers — the Red Deer Advocate and Medicine Hat News — at which it represents staff.