New campaigns

Dental Association set to launch adsThe Ontario Dental Association launches its annual campaign next month, which, this year, is a two-month billboard and tv effort scheduled to tie in with Dental Health Month in April.Peter James, director of marketing communications for...

Dental Association set to launch ads

The Ontario Dental Association launches its annual campaign next month, which, this year, is a two-month billboard and tv effort scheduled to tie in with Dental Health Month in April.

Peter James, director of marketing communications for the association, says the $600,000 educational campaign is an extension of the group’s long-running theme, ‘A healthy smile is always in style.’

The billboard ads and 15-second animated tv commercials focus on cosmetic dentistry and the problems it can solve, such as gaps or discolored teeth, with the line, ‘Fixing it is easier than you think. Ask your dentist.’

The campaign comes from the association’s agency of three years, Kert Advertising, of Toronto.

Campaigns eye Chinese

can-asian Advertising of Toronto launched two campaigns to Toronto’s Chinese community last month.

Direct marketing for The Financial Post newspaper is in the form of a calendar celebrating the Year of the Dog, which begins Feb. 10, the Chinese New Year.

The Post calendar shows a dog just entering a doorway.

The copy plays on a Chinese belief that the arrival of a lost dog brings good fortune and says the Post brings you the information you need to get good fortune. One is myth, the other reality.

Those receiving the calendar are also given a number to call to get a free one-month subscription to the newspaper.

The second campaign for Bell Canada is an ad promoting long-distance services with four consecutive full pages in Chinese newspapers each weekend.

The first page talks about Bell’s long-distance savings plans, followed by a centre spread, which compares Bell and other savings plans.

The last page features a Bell Rewards coupon and a Chinese 1-800 hotline number for inquiries.

The tag line is, ‘Save a lot. So simple.’

The Year of the Family

the british Columbia Council for the Family is celebrating the United Nations’ International Year of the Family with a campaign highlighting the importance of families and their diversity.

Four tv commercials and 11 radio spots run through to June, using $1.35 million of air time, which is part of a Humanitarian Award given to the council by the Broadcasters of British Columbia.

The visuals for the tv spots are clips of real people in family situations.

The radio spots are more tactical, and address ways of creating a better family environment.

Credits go to Palmer Jarvis Advertising of Vancouver and Alan Russell, creative group head; Circle Production for film production; and Griffith Gibson & Ramsay, sound production, all who donated their time and talent.