Evaluation of the 2020 remembrance advertising campaign : methodology report / prepared for Veterans Affairs Canada. : V44-8/2020E-PDF

"As part of its mandate, Veterans Affairs Canada (VAC) seeks to engage Canadians in remembrance. In 2020, the advertising campaign focused on the "Our Freedom" digital creative which illustrated the connection that past service has to our current freedom. The campaign was designed to encourage Canadians to remember and honour the accomplishments and sacrifices of our Veterans and invite Canadians' participation in remembrance activities, to visit VAC's website and to engage in social media acts of remembrance to honour them. The campaign’s purpose was to honour the Canadians who served our country during times of war, military conflict and peace and to engage Canadians in remembering past and present sacrifices. Advertising concepts demonstrated Canadians' commitment to remember the sacrifices and achievements of Canada's traditional War Service Veterans and modern-day Veterans. The call to action of the campaign was to engage the pride of Canadians through VAC’s website or through social media sites"--Summary, page 3.

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