August 25, 2021
Bill 64 appears to be on life support, and MTS, along with our education allies, can take great pride in rallying the public to stand with teachers in opposition to the bill. That said, Bill 64 is not dead yet—and until it is, we cannot take our foot off the gas. We will not back off of our message until this regressive legislation is gone for good.
MTS had planned to put a television ad into market to coincide with kids going back to school. With recent developments related to the Bill and the premier’s impending departure, however, we’re looking to do so earlier. And so you will begin to see our ad on television this Thursday, August 26, on CBC, CTV, CityTV and Global, featuring a public school teacher reflecting on flaws within the legislation that not only fail to modernize education, they have the potential to set the system back by decades.
A second ad will come into market shortly afterwards, expanding the conversation beyond what’s wrong with Bill 64, to reflect the recommendations MTS made to the K-12 Commission on Public Education. This approach is essential to ensure that we not only kill the bill, but compel the government to go back to the drawing board, listen to educators, and commit to meaningful change that truly modernizes public education in Manitoba.
The campaign is slated to be in market until early November. It will be multi-layered, including radio, print, social media, earned and owned media, a dedicated web page and digital materials to ensure effective communication to the broadest possible audience. Look for more information about the campaign in early September.