‘Dear City Canada’ campaign to display tweets on billboards
EDMONTON – If you can sum up your feelings about your city in less than 140 characters, a national campaign will post your message on mall screens and billboards across Canada this summer as art.
All acceptable letters are being displayed on mall screens across Canada for two weeks in June, reaching an estimated five million people each week.
Then, some of the best tweets will be displayed on outdoor digital billboards across the country throughout June, July and August.
Cities that are participating in the billboard project are: Vancouver, Surrey, Abbotsford, Pitt Meadows, Calgary, Edmonton, Regina, Winnipeg, Sudbury, Kitchener, Hamilton, Toronto, Peterborough, Kingston, Ottawa, Montreal, Quebec City, Moncton, and Halifax.
Spacing Media Publisher and Creative Director Matthew Blackett says since we usually hear people complain about the cities in which they live, the company wanted to encourage people to share the positive characteristics about their cities.
@dearcitycanada Dear Halifax, You’re a stubborn rock, rough and gritty, yet still, somehow, an inspiring city that I’m proud to call home.
— Matt Neville (@mypublicoffice) June 3, 2013
@dearcitycanada Dear Kitchener: we love that you just as easily have a blackberry in one hand and a theatre mask in the other.
— Pat the Dog(@PatTheDogPDC) June 2, 2013
However, Blackett says negative comments – or critiques – are also welcome.
— AMY (@MyaSwen) June 3, 2013
@dearcitycanada Dear Edmonton, be honest with yourself: despite your flaws, you have amazing things too.
— Paul Giang (@BingKwanLee) May 13, 2013
He says, with the exception of profanity and hate speech, the project wants to censor comments as little as possible.
Blackett explains billboard ads are typically one-sided; they are messages aimed at consumers. Spacing Media wanted to turn that concept upside-down, and provide a platform for a conversation to take place.
Pattison OneStop is the partner that will show the tweets on the outdoor billboards in the nineteen cities.
The deadline for submissions is June 15.