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No Slip Strategy
By Mark Etting Marketing Magazine
Editorial and sales: If you’ve ever worked in publishing, you know the two are like church and state (don’t ask me which is which). But Toronto Star columnist Joey Slinger was so intrigued by a recent ad that he went so far as to ask his paper to run it — for free. If you read Slinger, you know he has a taste for the unusual and in this case it was a spotted banana with the message: "Get Tested. Not all sexually transmitted infections are this easy to spot." The Planned Parenthood of Toronto ad, by Due North Communications, is plastered across the city’s transit system and that’s where Slinger got an eyeful. Referring to it as "one functional banana," he wrote in one of his columns last month: "It’s not only the funniest ad I ever saw, it’s the funniest anything. Talk about getting to the point." It’s paying off, according to Hazellle Palmer, executive director of Planned Parenthood of Toronto, who says staff at The House Community Health Centre have noticed and "incredible" increase in the numbers of youth looking for information about STIs.
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