The Canadian government spent $2.5-million in a publicity blitz to promote a skills training program that doesn’t yet exist, according to a report by Canada’s national radio and television broadcaster CBC/Radio-Canada.
“The Canada Job Grant will result in one important thing – a new or better job,” said the reassuring voice-over in the TV ads.
However, the Job Grant program is yet to be launched, It was promised in the 2013 federal budget, but needed provincial approval to get started. That hasn’t happened.
According to CBC, Employment and Social Development Canada spent between $2.5 million and $2.6 million on the ad campaign. That figure excludes radio ads funded by the Finance Department.
Canada’s ruling Conservative government has been touting their economic performance ever since its election in 2006. It has continued to suggest Canada’s economic situation is much better than most other economies.
In December, the Toronto Star newspaper reported that focus groups felt the ads were “effective” in promoting the (non-existent) program.
However, Postmedia News reports, the ads failed “to have resonated with few outside the office of the country’s advertising watchdog.” Journalist Tobi Cohen reports that Advertising Standards Canada “received more than 20 consumer complaints about the ads and concluded in August that they were indeed ‘misleading’ as they led viewers to believe the grant program was imminent.”
More information:
CBC News – Canada Job Grant ads cost $2.5M for non-existent program – here
Toronto Star – Ads for non-existent Canada Job Grant program generate warm reception in focus groups – here
Postmedia News – Misleading job grant ads fell on deaf ears anyway: survey – here
Government of Canada – Job Grant Program information – here
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