Elections Canada ditches print ads in favour of digital and social media for election outreach
Elections Canada is planning on using $3.9 million of its $12.3 million “media placement budget” to advertise on digital platforms to help inform Canadians about how to vote in the fall’s election.
By Charlie Pinkerton. Published on Aug 7, 2019
ts total advertising budget on print ads in the upcoming election.
Elections Canada will also spend significantly more on ads in public spaces — like billboards, digital screens and bus shelters, which it calls “out of home” advertisements — in the 2019 election, having allocated 17 per cent of its advertising budget for those types of ads. Only 11 per cent of its advertising expenditures were spent on out of home ads in the 2015 election.
The agency plans to spend similar portions of its budget on television (21 per cent) and radio (18 per cent) ads in the upcoming election, as they did in 2015 (22 per cent on TV and 21 per cent on radio, respectively).
Elections Canada had planned to use online influencers, including Olympians, YouTubers and musicians, in a video advertising campaign. Those videos had a budget of $650,000 — which according to Global News, the agency paid out about half of — before cancelling the plans after a final round of vetting deemed that some of the influencers’ past online posts were too partisan to be appropriate spokespeople for the independent election agency.
Elections Canada uses ads to share information about where and when to register and vote in an election.