A transit campaign, utilizing the creative from four of the ad posters, is launched in nine Alberta cities. Production and media are donated by three outdoor advertising companies. It was recognized for the unique combination of business goals, social marketing and leveraging of resources. A radio PSA campaign is launched. A series of poster ads, once again developed free of charge by advertising agencies, are distributed province-wide by music stores, universities and Health Units.
Response is very positive and decision is made to roll out the radio program province wide.
Provincial roll out of the radio program is undertaken, supported by donated print and transit advertising.