Chair of Toronto Crime Stoppers Gary Grant.
Toronto Crime Stoppers has partnered with the National Coalition Against Contraband Tobacco (NCACT) to raise awareness about the contraband tobacco problem in Ontario.
“It’s a problem that’s under the radar for a lot of people,” said Gary Grant, chair of Toronto Crime Stoppers and a retired police officer. “Most Ontarians don’t smoke and may not be aware of the scope of the problem and how much it’s victimizing people, particularly their own children who are vulnerable to being sold cigarettes by criminals that are selling contraband cigarettes in their neighbourhood.”
The campaign highlights the involvement of organized crime in the contraband tobacco trade, a fact that most people aren’t aware of, said Grant. The RCMP estimates that there are 175 organized crime groups involved in the trade. “It’s a cash cow for them,” said Grant. “And they’re using it to fund their other criminal activities like guns and drugs.” On top of that, it’s estimated that $1 billion in revenue is lost on cigarette taxes every year in Ontario.
The campaign includes television and radio ads on Toronto stations, as well as online ads. It also includes a direct mail piece targeting communities in Ontario that have high instances of contraband, as well as billboards in these communities.
The television PSA was produced in-house by Eastlink Cable; the billboard, direct mailer and online ads were created by Dbox Creative; radio spots were developed by Syllabes; and public relations is being handled by Impact Public Affairs.
NCACT is also asking members of the public to ask their local MPP to support increased measures to combat the contraband tobacco problem. Toronto Crime Stoppers is urging people to submit anonymous tips to 1-800-222-TIPS (or 8477).
