Publicis Media Canada is once again giving BIPOC and women-owned small businesses a spotlight in out-of-home ads across the GTA.

This is the third iteration of the agency group’s support local campaign, first established when it became clear how hard small businesses had been hit by the economic impacts of the pandemic, with those owned by BIPOC and women doing so on top of other barriers they already faced. Publicis sought to help by using its relationships with various media companies to secure donated ad space, as well as donating its own time consulting on planning. The effort was made an annual project for the agency last year.

This year, small businesses are now facing the prospect of an economic recession: according to the latest Bank of Canada survey, about 30% of companies expect their sales to decrease over the next year.

“We believe in the power of giving back to the community, and that’s why we are committed to making a positive impact in the Greater Toronto Area,” says David Rusli, chief strategy and data officer at Publicis Media Canada, who adds that it is vital to support an enterprise that employs so many people, including our friends, family and neighbours. “We know a lot of small businesses are still struggling to recover from COVID and finding themselves in this challenging economic conditions.”

The Canadian subdivision of the global media company, says the now out-of-home led initiative has delivered between 114 and 193% of expected impressions, based on reports from Pattison Outdoor. To that end, OOH is now the focus of the effort, which includes everything from large-format digital boards in high-traffic areas to transit ads in subway stations and on the sides of vehicles.

“We have tried various channels, from digital to radio, but we really like OOH,” Rusli says. “It’s a channel that allows us to build awareness around the neighbourhoods that they are looking for [and] a great OOH campaign drives tremendous results for the brands.”

This year, the BIPOC- and women-owned businesses Publicis Media Canada is supporting are Nonna Lia, a GTA tiramisu and desserts brand; Good Cheese; natural hair product retailer CurlsShoppe; craft brewery Turkey Shoot Brewing Co.; event planners Toronto Micro Weddings; vegan beauty brand Sarisha Beauty; therapy provider Rubiks Counselling; lifestyle brand Mahara Mindfulness; entertainment company AfterWerk Events; and architecture firm Atelier CatherineCatherine.