Manitoba justice critic Kelvin Goertzen says the provincial NDP government’s approach to its anti-gang television ad campaign is backward.
Goertzen released findings from a freedom of information request that showed at least 40% of the province’s TV ads ran during programming aimed at adults 25 to 54. The black and white ads ran Nov. 30 to Dec. 23 and featured a tough-talking hoodlum warning about the dangers of gang life.
Goertzen said many of the ads, in both official languages, ran during news shows.
A government spokeswoman said the anti-gang advertising campaign deliberately targeted adults, since they have a role to play in helping kids stay out of gangs.
She said advertising targeted youth-at-risk aged 12 to 17 with spots bought during professional hockey and football games, The Simpsons, Survivor, Heroes, Family Guy and many other programs kids watch.
“Although young people were the primary target audience, their parents and adults in the community also needed to hear the anti-gang messages and the choice of programs reflected this,” the spokeswoman said.
The spot ran more than 700 times on more than 200 programs on CBC, CKY, Global, City-TV and CBWFT French.
The campaign also included bus ads, mall posters, convenience store posters and the website StayOutOfGangs.ca.
“I always believed this was about trying to convince voters that the NDP is doing something about gangs and not trying to keep kids out of gangs,” Goertzen said.
“The fact that by their own admission at least 40% of the advertising was intended to go to adults I think is clear admission that it was intended to sway public opinion about gangs and not necessarily deal with the gang problem.”
Goertzen said the province would be better off putting money towards anti-gang programs and policing than TV ads.
