3.+Communication+Strategy


 * __Communication Strategy __**
 * Objective **: To raise awareness about the amount of surveillance that is being carried out not only through video, but also through electronic means such as tracking monetary info, spending habits.

Audience **: This affects pretty much everyone who uses public transit and makes purchases using debit or credit cards. Although, everyone is too broad an audience so, to be more specific, the audience will be limited to adults from the ages of 18-65 who are more likely to be the ones who are the targets of big corporations seeking out their personal information. Message **: The message we are trying to convey is that while some surveillance can be beneficial to the general public, there is a line that is being crossed when all of our actions are being recorded and when there are even proposals to log our DNA in a national database. This is going too far! Strategy **: A successful ad campaign run in the very transit venues and shopping locations where this surveillance is being perpetrated. Tactics **: The main tactic will be an ad campaign that runs in the TTC making sure that people know they are being watched. Moreover, there will also be ads placed in magazines and if possible in popular shopping malls informing people that their buying habits are being recorded and that it is up to them whether or not their vital information is being recorded. People would be encouraged to pay for items with cash instead of credit cards to limit the amount of information being gathered on them. Also, concerned citizens should notify their member of parliament and inform them that they are opposed to potentially intrusive government bills that would allow for the storing of people’s DNA or other such forms of violation of one’s privacy. Measurement **: A survey could be conducted on how much cash sales had increased since the ad campaign.
 * Goals **: To ensure that people understand that they can have a say in the amount of surveillance that is being carried out with or without their knowledge.
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