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Alberta has spent more than $15M on COVID-19 awareness campaigns

An Alberta government COVID-19 awareness campaign billboard on Gateway Blvd. near Whitemud Drive in south Edmonton on March 25, 2021. Eric Beck, Global News

Since the start of the COVID-19 pandemic in March 2020, the Alberta government has spent $15.4 million on COVID-19-related public messaging.

According to the government, that money has gone to a six-phase campaign designed to inform residents on the latest information around public health measures, as well as sub-campaigns to promote things like:

  • Mental health resources
  • Supports for seniors
  • Regional ads aimed at specific communities
  • Promotion of COVID-testing resources
  • Promotion of the provincial contact-tracing app
  • Promotion of isolation supports
  • Supporting local businesses
  • Vaccine campaign

Read more: ‘Nobody loves a house party more than COVID’: Alberta launches new ad campaign

Probably most recognizable advertising campaign is the “COVID Loves” campaign where a human-virus hybrid is seen spreading the novel coronavirus at social events like weddings, sleepovers, parties and play dates.

Click to play video: 'Alberta launches new COVID-19 ad campaign aimed at house parties, family gatherings' Alberta launches new COVID-19 ad campaign aimed at house parties, family gatherings
Alberta launches new COVID-19 ad campaign aimed at house parties, family gatherings – Dec 11, 2020

The videos were geared toward families and house parties when the campaign was first launched in December, but quickly expanded to other scenarios.

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“We were looking at different options for a campaign that would try to reach people across the spectrum, but particularly of course wanting something that would resonate with younger people,” Alberta’s chief medical officer of health Dr. Deena Hinshaw said after the campaign launched.

Read more: Artist, marketing company behind Alberta’s ‘Mr. Covid’ ads say their success means more on the way

The government said its COVID-19 advertising campaign has utilized online display, social media, television, radio, billboards and other print collateral and has exceeded both the scope and reach of any previous Alberta government advertising campaigns.

An Alberta government COVID-19 awareness campaign billboard on Gateway Blvd. near Whitemud Drive in south Edmonton on March 25, 2021. Eric Beck, Global News

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