Toronto launches “Practice Safe 6ix” advertising campaign

With 500 more COVID-19 cases being reported in Toronto today and out of concern that some Torontotonians need reminders about safe COVID-19 protocols, like hand washing, mask wearing and physical distancing, the City of Toronto has launched a compelling public education campaign.

The new city-wide program called “Practice Safe 6ix,” targets Torontonians between the ages of 18 and 40 who are experiencing COVID-19 fatigue and who may have lost the sense of pandemic urgency.

The campaign seeks to remind residents to continue to be vigilant to help stop the spread of COVID-19.

There are several video and radio advertisements along with transit ads that rally Torontonians to stay focused on beating the pandemic so the city can stop the spread and get back to the new normal as soon as possible.

Here is the script from the City of Toronto’s Practice Safe 6ix ad campaign:

The Radio Script

Sfx: (Ambient street sounds)

Guy: (Muffled – speaking through a mask) Hey, Trish.

Trish: (Muffled – speaking through a mask) Nice mask.

Guy: You like it?

Trish: No. Seeing you in that sucks. Aren’t you tired of being part of a major historic event?

Guy: Well, I…

Trish: Remember when we went places? And did things? That was great. Know what’s not great?

Trish: The “new normal”.

Guy: (Commenting on her rant) Wow. You need an air hug or something?

Trish:  (Out of steam) Yeah, sorry. I, uh, just tested positive for Covid fatigue.

Announcer: The pandemic’s been hard on all of us. But keep up the fight. Stay home as much as possible. Wear a mask. Watch your distance. And wash your hands.

A message from the City of Toronto.

Meanwhile, coming to a transit stop near you, the city has also created posters with important COVID messages in addition to messages to cleverly convey that we are all in this together.

The bus shelter ads include phrases on t-shirts that help convey how we are all in this together. One t-shirt ad says “The New Normal Sucks,” while another jokes, “Uninstalling 2020. It’s got a Virus.”

With COVID-19 case numbers reaching daily record-highs in Ontario Toronto Public Health is trying to send a clear message: all people in Toronto should be staying home whenever possible, only going out for essential activities like work that cannot be done from home, attending school and getting fresh air and exercise.

The City says all people in Toronto should be adopting steps for self-protection. Dr. de Villa recommends individuals only leave their homes for essential activities. As much as possible, residents are asked to limit contact with people not in the same household, keep at least six feet apart from people not in the same household and wear a mask when outside of their homes, especially in indoor settings and when physical distancing is difficult. Residents should wash hands frequently and remain at home when ill.

Toronto Public Health also encourages residents to download the COVID Alert app , which can help to notify individuals who are exposed to COVID-19 in the community.

The City’s website is updated daily with the latest health advice and information about City services, social supports and economic recovery measures. Check toronto.ca/covid-19 for answers to common questions before contacting the Toronto Public Health COVID-19 Hotline or 311.

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