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DAC founding member Daniel Allain of Downtown Moncton Centre-ville Inc. explains the apparent discrepancy: “BIAs (business improvement associations) work at a micro level. We are funded by our members – who are business owners. And we work for our members. The problem is that BIAs are not recognized by governments as economic development agencies. Which means we can’t access programs that are available through ACOA and other sources. We’re not looking for operational funding. All we want is to be recognized so we can develop a working relationship with them. Our message to government is that BIAs have been here for 30 years, and we work. Use us!”
DAC’s proposed pan-Atlantic effort will promote an urban strategy which identifies challenges such as an ageing population, business retention, urban sprawl, residential and urban planning, economic development, tourism, and heritage and culture. The ambitious fledgling organization also aims to address challenges around social issues such as housing, homelessness, urban poverty, addiction and crime.
Betting on a Loser
He’s rude. Crude. Quite often lewd. Yet Jonze, an obnoxious and perpetually partying cartoon character, is the face of the Nova Scotia Liquor Corporation’s social responsibility campaign. Jonze’s booze-fuelled exploits, and the resulting humiliations, are an overt example of the dangers associated with binge drinking. Though the character is make believe, the situations in which he finds himself are all too familiar to the campaign’s intended young adult audience.
Designed by boutique brand agency Revolve, the gutsy campaign was the only Atlantic Canadian entrant to win Gold at the 39th annual Canadian Marketing Association Awards. It was also the third year in a row that NSLC has won the prestigious award.
Not every organization has the courage to invest in such unorthodox marketing. Why does NSLC do it? Because it works, says Rick Perkins, VP, Communications & Corporate Responsibility for Nova Scotia Liquor Corporation. “NSLC social responsibility campaigns continue to be effective campaigns with the use of edgy creative that is humorous. Combined with advertising techniques best suited to the target audience (university students) and a desire to get through the clutter of marketing messages we all receive, it is a testament to the success of these campaigns that the CMA continues to recognize our work as the best in Canada.”
