Vancouver Sun beams spots for the soul

To raise people's spirits and promote acts of kindness, a print, radio and soc-media campaign teases an upcoming edition featuring the Dalai Lama as guest editor.

Enlightenment will cost Vancouverites just $2.00 next weekend. To create awareness about the Dalai Lama’s stint as guest editor of the Vancouver Sun on Saturday, Sept. 26, the newspaper is launching a cheeky campaign on Monday, with media that includes radio, print and guerrilla street teams.

Created by Vancouver-based advertising agency Pearly & White, a 30-second radio spot pokes fun at road rage as one commuter yells at another, only to thank him for letting him enter a lane. Print and point-of-sale executions will also feature the tagline, ‘Enlightenment for just $2.00.’ The spots  bring attention to ‘ridiculous behaviour and to emphasize the pressing need to embrace the thoughts and words of the Dalai Lama,’ says Dan Nelken, co-CD, Pearly & White, in a release.

In 2007, the Vancouver Sun launched its guest-editor series with a ‘green edition’ featuring David Suzuki. The Dalai Lama will be the fourth guest editor, with the theme of ‘Educating the heart’ – bringing his vision of compassion, happiness and spirituality to readers.

The Sun has also been encouraging readers to commit random acts of kindness through the newspaper, radio partner CKNW 980 AM, Facebook and Twitter, and then submit them to the newspaper. Street teams will also be handing out Dalai Lama buttons starting on Monday.