Government Services
Marketing and Advertising
Government Services Marketing and Advertising (formerly the Citizens Information Initiative [CII]) is an information program designed to inform Canadians about government programs and services and increase awareness of 1 800 O-Canada, canada.gc.ca and Service Canada Access Centres.
Our information campaigns include:
Direct Mail Campaigns
In November 2001, we produced a national magazine, Services for You 2001 (2nd edition), and delivered it to 11.7 million homes across Canada. Services for You 2001 (2nd edition) provides information on Government of Canada programs and services. It is produced in eleven versions, one for each province and one for the three territories.
Television Vignette Series
Each installment in this series of 60-second television vignettes  showcased a service offered by the Government of Canada and featured a public servant who delivers the service. Six vignettes were produced and broadcast. They featured:
A dog handler from the Canadian Food Inspection Agency who works to stop forbidden items from entering Canada. A park warden from Parks Canada who helps protect the wildlife in our national parks. An air rescue coordinator who works in Search and Rescue, responding to emergencies on land and at sea. A call centre information officer from 1 800 O-Canada who answers questions about the services available from the Government of Canada. A Government of Canada team that works in our airports to help protect our borders and skies. A Transport Canada safety engineer who inspects car seats and works to make car travel safe for children.
The TV Vignette Series was supported by radio and community newspaper advertising campaigns.
Community Newspapers
We place print ads about Government of Canada services in more than 1,400 community newspapers, including rural, Aboriginal, cultural, ethnic and youth publications to inform Canadians about services offered by the Government of Canada and how to access them. The ads in ethnic newspapers are translated into more than 30 languages.
Campaigns on Government of Canada Priorities
We work with other Government of Canada departments and agencies to develop campaigns on government priorities. Some recent examples include the Government On-line Campaign to promote canada.gc.ca, the Children's Campaign to increase awareness of government services for children and their families, and the Citizenship Campaign to promote Canadian citizenship and a climate of understanding.
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