The Department of Canadian Heritage is looking for a firm to promote its effort to generate awareness of the country’s history of systemic racism and encourage people to speak out against the racism they experience in their daily lives.
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Targeted at adults aged 30 to 44, the push will increase knowledge and understanding of “Canada’s history of systemic racism toward Indigenous Peoples as well as Blacks, Asians and religious minority communities' long-standing legacy of countering racism and discrimination,” according to the RFP.
Via PR, marketing, social media and community engagement, the campaign will encourage people to speak out against racism and discrimination that they experience in their daily lives and “multiply the number of ordinary Canadians involved in eliminating systemic barriers and decreasing implicit bias.”
The Department wants aggressive outreach in “racism hotspots,” areas that have the highest number of police-reported “hate crimes.”
Those hot spots are Quebec, Ottawa, Hamilton, Thunder Bay and Guelph.
The national English and French language campaign will launch in September and run through the end of March 2022.
Responses are due July 15.
They go to:
Public Works and Government Services Canada
11 Laurier St.
Place du Portage, Phase III
Core OB2
Gatineau, Quebec K1A0S5
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