Ottawa plans to teach non-racialized Canadians about systemic racism in new campaign

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OTTAWA – The federal government plans to launch a national advertising campaign to educate more white Canadians about systemic racism.

The launch of a public education and awareness campaign is part of the Liberal government’s anti-racism strategy.

This strategy indicates that $ 3.3 million will be spent on a marketing effort.

Details of what Canadian Heritage is looking for in such a campaign, slated to launch later this year, are included in the documents posted on the government’s procurement website.

The ministry says its target audience is non-racialized middle-aged Canadian adults – defined as between the ages of 30 and 44 – living in any rural or urban area.

He specifically points out that includes adults living in places like Hamilton, Thunder Bay and Quebec City, considered racism hotspots due to the high volume of hate crimes reported by police.

The ministry says the campaign’s goal is to get more Canadians to fight systemic racism by educating them about its impacts through marketing, social media and public engagement.

In this context of COVID-19, Canadians come face to face with a unique opportunity to reinvent the social contract in a way that places anti-racism, fairness, reconciliation and human rights at the heart of the recovery process. , according to the documents.

The department cites how data shows that during the COVID-19 pandemic, Indigenous, Black, Asian, Muslim and Jewish communities faced more discrimination and hate crimes.

The issue of systemic racism was brought to the fore last May after the murder of George Floyd, a black man in Minneapolis, by former police officer Derek Chauvin.

His death sparked protests and rallies across Canada denouncing racism in this country as well.

– With files from The Associated Press

This report by The Canadian Press was first published on July 7, 2021.

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