DRAFT

August 18, 2010

INFORMATION NOTE

Minister: Hon. Rich Coleman, Minister of Housing and Social Development and Minister Responsible for Community Living British Columbia

Title: Community Living Month 2010

ISSUE: CLBC is entering into a promotional partnership with The Globe and Mail during Community Living Month, October 2010.

Background:

Community Living Month

The Government of British Columbia proclaims October as Community Living Month (CLM) every year. Community Living BC (CLBC) will be taking this month-long opportunity to acknowledge the contribution of individuals with developmental disabilities.

Provincially, CLBC will be organizing four “Start with Hi “events in Vancouver, Victoria, Abbotsford and Kelowna on Wednesday, October 6th, with its corporate partner the Globe and Mail. These events will have staff, self-advocates and VIPs handing out free Globe and Mail newspapers and Start with Hi collateral at an early morning event at one site in each community. VIPs will be asked to attend from 8:00 to 9:00.

The theme for this year is “Start with Hi... and see what happens.” As the Start with Hi initiative begins its second year, CLBC is emphasizing the second half of our message which suggests that a simple "hi" can start a more meaningful dialogue. "Hi" might lead to a "how are you" or "are you enjoying the weather". These exchanges can help to strengthen and deepen the casual relationships on which we all rely on for a sense of belonging. Also, "see what happens" offers the possibility that these simple exchanges could lead to ongoing conversations, a realization of things in common, and possibly friendships that can enrich the lives of everyone involved. So, start with hi, and see what happens...

Partnership with the Globe and Mail

There are 3 different programs included in CLBC’s Community Living Month partnership with the Globe and Mail. Each program will build brand awareness in the Greater Vancouver and British Columbia marketplace. The partnership aims to raise awareness of this year’s theme; Start with ‘Hi…and see what happens’, inclusion, and employment.

1.  Newspaper Hawking program: October 6, 2010

On October 6, 2010 CLBC staff, self-advocates and VIPs will be positioned in select locations in Vancouver, Victoria, Abbotsford and Kelowna to hand out 500 copies of the Globe and Mail, compliments of CLBC.

2. Print

CLBC will have 6 full page, full colour print ads throughout Community Living Month. The ads will appear on the back page of the Globe Arts section and the inside news, BC Section. 4 of the 6 print insertions will have a ½ page of content written and edited by the Globe and Mail’s special reports editor, Randall Mang, under CLBC’s direction. The remainder of the insertion will feature creative supplied by CLBC. The focus of the 4 stories will be:

1.  Community Living Month – featuring a quote from Minister Coleman

2.  Social Media/Informal Safeguards and building personal support networks

3.  Employment

4.  Inclusion

·  Position: Back page, Globe Arts

Dates: October 2, 5, 12, 19, 26

·  Position: Inside News, BC Section

Dates: October 6

3. Online

CLBC will share 50% of the available Globe Life story page impressions in BC for the month of October. The right rail of the story pages will have a permanent placement “Brick” as well as all ad units on the page. Before the online launch in October the Globe and Mail will start a targeted online ‘display’ campaign to re-introduce CLBC’s brand. The online ads throughout October include “Big Box”, “earlug” and “Brick” ads on the Globe’s Life section www.globeandmail.com/life/. CLBC will get XX impressions per week from these ads.

CLBC will evaluate and track the effectiveness of the partnership with the Globe and Mail and events promoting ‘Start with Hi…and see what happens’ with an Omnibus survey completed by the Mustel Group in November 2010.

CLBC’s total commitment for the 3 programs is: $39,000. This is a not for profit cost negotiated by CLBC.

Use of Social Media

CLBC will be leveraging Community Living Month through social media marketing. Through consultation with many stakeholders, in particular people with developmental disabilities and their families, there was an overwhelming desire to have CLBC develop an online community where families and self advocates could support and socialize with one another. Based on this feedback, 2 weeks prior to Community Living Month, CLBC will launch two new Facebook Sites and a Twitter account. One Facebook site will be targeted towards the families of individuals with developmental disabilities and the other will be targeted to CLBC self-advocates. CLBC will continue to utilize the ‘Start with Hi’ Facebook site to promote community living month. These social media sites will allow CLBC to increase awareness of Community Living Month and extend the post-event experience.

CONCLUSION:

·  CLBC is working to create communities where people with developmental disabilities have more choices about how they live, work and contribute.

·  CLBC is promoting Start with Hi to help create inclusive communities for all British Columbians.

·  CLBC is committed to working with the business sector to foster and promote inclusive employment.

CLBC Contact: Roz Ingram, Director of Communications