Target Marketing- It is important

This morning I passed a sign that stood out in my mind as being out of place. First Canadian Place (the BMO Tower) is arguably one of the largest centres of commerce in our country, home to countless banks, law firms, consultants, and businesses. It wouldn't be out of line to say that the average Canadian does not factor into the wealth and education of the average worker in this building.

It's interesting then, considering this demographic, that a government agency, using our tax dollars, would engage an ad agency, media buyer or probably both, to construct a campaign designed to reduce the spread of the flu, by reinforcing hand-washing behaviour. Granted, this same creative was likely used in many venues, but even the money spent on the poster space and production seems more like reminding homeless people to properly inflate their tires for better fuel efficiency.